Introduction Based on the pharma CI studies I have worked on, I am sharing with you the most common mistakes in pharma CI and tips to avoid them. Top 5 (Drum Roll….) #5. Assigning a numerical probability to the likelihood of a competitor initiative taking place Example: 8 out 10 people you speak to advise that your competitor will not be adding a new indication within the next 6 months. Consequently, you assume that there is only a 20% chance that the competitor will do so, and allocate budget funding to other initiatives. Consequence: Your colleague uses this estimate for planning their marketing budget. Yet it turns out that the… Read More
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