Investors Group – An Example of Innovative COVID-19 Messaging
Investors Group The page heading, “Helping you navigate uncertain times and stay focused on long-term goals”, is a refreshing change. It brings a sense of control during a chaotic period. This message is reinforced by the Investors Groups’ EVP’s “Market Volatility Update” video with uplifting comments such as, “Equity markets will recover at lightning speed […]
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5 Pharmaceutical Competitive Intelligence Pitfalls to Avoid
Consider the following pharmaceutical competitive intelligence (CI) scenario: You’re racing against 2 competitors to launch a gene therapy drug to treat diabetes. With so much at stake, your marketing VP gives you the green light to set up a CI program to gain a clearer understanding of these competitor threats. Will you obtain the competitive information […]
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8 Key Competitive Intelligence Guidelines to Follow
If your company or organization does not have competitive intelligence rules in place or if the rules are filled with lengthy legalese, please consider incorporating these rules that are easy to read and follow: Do not actively seek to obtain, or gain access to, trade secrets belonging to another company or encourage an employee of […]
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What Comes To Mind If Your Field Reps Collect Competitive Intelligence Without Any Guidelines?
Introduction Sometimes marketing departments under pressure to learn about competitive threats, will request that their field staff gather CI without giving any direction. Whether they don’t want to risk turning off team members by imposing too many “rules” or are simply too busy juggling priorities, the outcome will be disappointing. I these situations, CI invariably […]
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What Goes into a Pharma Competitive Intelligence Study; Why Are They So Labour Intensive?
Introduction Executing a Pharma Competitive Intelligence study is anything but straight forward. It’s a combination of investigation, intuition, blending, synthesizing, quick study, obsessing and number crunching. Let’s spell out the steps and time that goes into a typical pharma Competitive Intelligence study. 1. Finalize Questions (10 Hours) Not only do you need to put […]
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Formalizing Your Competitive Intelligence Program? 10 Absolute, Must Do Steps to Avoid “Screwing Up”.
Introduction Are your team members are all over the map when gathering Competitive Intelligence? Do they generate the same or similar information, start from scratch each time they gather Competitive Intelligence or provide unfiltered data that lacks insight? If so, then it’s time to formalize a Competitive Intelligence program. The following steps explain how. Key […]
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New to Competitive Intelligence? Don’t Confuse Competitive Intelligence with Market Research – Avoid these Mistakes
Mistake #1 – Assume Market Research Terminology Example – “Who is on your a customer panel?” Lesson – Competitive Intelligence uses a cross section of buyers, associations, key opinion leaders, former employees, customers, competitors, and any other respondent group who can help. There is no predetermined panel. Mistake #2 – Base Sample Size on […]
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