Teams often overcomplicate marketing plans and focus on the breadth of individual tactics over depth of insight. Often it would be best to narrow the focus, based on a richer understanding of what’s most valuable to customers, in order to execute fewer, but more differentiating and impactful tactics that drive the desired customer behavior and brand performance.
Download the paper to learn how to align strategic initiatives with critical success factors to drive brand performance.Â
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A cohesive brand plan ensures the resources and services developed ultimately satisfy the unmet customer needs, drive the desired customer behaviors and address the negative customer perceptions that market research and customer insights have uncovered. Download this paper to find best practices to keep your brand planning from wasting resources and time.Â
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Partner
Brian has led various projects across a broad range of therapeutic areas, including diabetes, GI, obesity, oncology, and rare disease, among others. These projects have included digital health strategy and organizational design, patient support program optimization through external technology partnerships, and rare disease product launch.
SVP, Commercial, Strategy, and Execution
Brian Williams has more than thirty years of experience in the pharmaceutical industry, holding various roles across functional areas including Sales Leadership, U.S. and Global Marketing, as well as U.S. Managed Healthcare and Global Market Access. Brian has specific expertise across multiple therapeutic areas including Immunology, with specific focus in GI, Rheum, Derm, Lupus as well as Cardiovascular Metabolic diseases such as Hypertension, Heart Failure, Thrombosis, and Diabetes.
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