Вы находитесь на странице: 1из 20

strategic planning

where are
the (psychological) we now?

process of thinking where


have we
about the activities got there?
should we
be?

required to create how do

a desired future we get


there?
strategic butterfly
a flexible toolbox
to guide and prompt
thinking about the DEFINITION EXPRESSION

activities required
to create a desired
future
Ogilvy Healthworld
Strategic butterfly

strategic butterfly
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

business perspectives
is about thoroughly
understanding our
internal and external
environments
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

disease & therapy area perspectives


describe the territory
within which our brand
must compete & conquer
where are
we now?

brand pharma perspectives


where
have we
should we
got there?
be?

overview how do
we get
there?

ƒ This section of the brand butterfly focuses on ƒ This main areas of research required to complete
identifying all of the fundamental characteristics the brand pharma perspectives are:
specific to the brand in question. ƒ Molecular entity
ƒ What is the name of the molecule?
ƒ Generic name
ƒ Identifying all of the key characteristics facilitates ƒ Brand name
direct comparison with the brand’s key competitors. ƒ What family / class of molecules does it belong
to?
ƒ The evaluation of the competitor brands within the ƒ Mode of action
therapy area will be completed in the following ƒ Current/future indications
section of the brand butterfly. ƒ Market share
ƒ Pharmacokinetics
ƒ Pharmacodynamics
ƒ Key trials
ƒ Overview
ƒ Design
ƒ Results
ƒ Comment

brand pharma perspectives


where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

competitor perspectives
provides a detailed
overview of who we’re
up against and the
opportunities to
displace them
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

stakeholder perspectives
provides ‘a-week-in-the-life’
insight into those who will
experience or create the
experience of our brand
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

scientific platform
defines the most important
clinical attributes and
benefits of the compound
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

thought mapping
recognises that clinical
decisions are based on
more than data alone
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

brand positioning
defines why we
should be chosen in
preference to others
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

brand blueprint
provides the framework
for what we should say
and how we should say it
where are
we now?

Where should we be?


where
have we
should we
got there?
be?

Brand ambition how do


we get
there?

strategic butterfly
where are
we now?

brand ambition
where
have we
should we
got there?
be?

introduction how do
we get
there?

ƒ Brand ambition is no more than defining what we ƒ Brand ambition is driven by a consideration of:
want the brand to have ACHIEVED in the future: ƒ Corporate commercial requirements of the brand (if
available)
ƒ In 1 year’s time
ƒ SWOT
ƒ In 3 years’ time
ƒ PEST
ƒ In 5 years’ time
ƒ Therapy area perspectives

ƒ Current and future competitor perspectives


ƒ Brand ambition is a commercial perspective on
the future and should be aspirational but it must
also always be realistic

brand ambition
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

big ideal
is what all our
interventions and
communications
aim to achieve
for the world
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

story telling
describes how our
brand will interact
in its environment,
defeat the competition
and make the world
a better place
where are
we now?

where
have we
should we
got there?
be?

how do
we get
there?

visual identity
is more than just a
logo, it’s what
connects different
interventions and
enables them to stand
out from the crowd
message director
is how we ‘activate’
our target audiences to
carry on, stop, and start
thinking what we want
them to think
the work
the big idea that unifies
the strategic thinking in a
memorable and effective
campaign.
o
360 analytics
The agreed set of
measurement criteria by
which we can monitor the
results.