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The House of Marketing primarily collaborates with companies in the medical equipment field and over the counter (OTC); and secondarily with pharmaceutical companies. Given today’s environment of continuous business transformation, we are able to address a variety of marketing-related issues ranging from finding new sources of business growth or achieving a successful new product launch to, finding marketing talent and building marketing capabilities.
Within the next 10 years, the landscape in which healthcare companies operate will be very different from the one that prevails today. Key drivers of this change include increased globalization, more stringent demands from the market, and difficulties in bringing to market innovations that will challenge the business growth requirements.
Examples of globalization include increasing demand for medicine in developing countries, globalization of R&D as a growing share of spend is migrating to Asia, globalization of the regulations governing the development of new medicines and, finally, globalization of information as healthcare players share data on the clinical and financial performance of medicines. Today’s issues that are challenging future growth include:
- Increasing pressures from existing and new sources of competition, faster time to market requirements and shortened product lifecycle, making it harder for the healthcare business professionals to innovate and sustain differentiation
- Increasing regulations challenging healthcare companies to cut costs, as well as takeing into account safety and privacy concerns
- Finding new sources of growth as thousands of patents expire in 2008; recognising that creating opportunities for generics will result in challenges to existing brands in the market
- Getting more from less – reorganization to reduce costs, non traditional marketing practices and having to get more growth out of existing or shrinking marketing resources
The House of Marketing understands the healthcare environment and knows the value that effective marketing- and customer- focused approaches can bring in this industry. Our capabilities cover four marketing domains: marketing strategy, customer experience, organizational capabilities and getting more out of marketing performance.
With our strategic and operational marketing expertise, we help companies to activate their marketing strategies and improve their business results by developing and implementing strong and effective growth strategies. Next to this, The House of Marketing helps clients capture more value from innovations, effective value management and customer negotiations. In short, we help customers to put theoretical marketing knowledge into practice by bridging the gap between knowing and doing. Areas of expertise include:
- Go to market strategy and implementation – segmentation, positioning and effective launch plans
- New product launch – business case, concept evaluation, pilot, marketing launch plans, organization readiness
- Value based pricing – to capture more of the value delivered
- Integrated communications, rebranding, new positioning
- Category and product portfolio management
- Marketing capability building for sales and marketing organizations
Capabilities and experiences
- Development of a process to enhance capabilities of creating, and launching innovative products for a medical equipment provider
- Development and implementation of go- to- market strategies and global marketing communications for a medical diagnostics company
- Preparation of detailed business case for the launch of a new medical device in Europe and helping client gain approval from Board of Directors
- Creation of commercial program targeted at medical decision makers to gain their acceptance on client’s category management initiatives
- Development of marketing and promotion plans for a large OTC company
- Coaching of medical service providers’ cross-functional teams to increase capabilities in strategic marketing planning and market analysis
Participate in our annual 2008 healthcare marketing practitioners survey:
http://www.surveymonkey.com/s.aspx?sm=S2dNb2BF8o7xxkonxusarQ_3d_3d
Contact us:
Mobile: +32 (0) 474 482 454
Office: +32 (0)15 45 05 50
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