Interated Brand Management Blueprint

Palladium Group Inc.

Overview

The Life Sciences Integrated Brand Management Blueprint combines industry-tested performance management frameworks with enterprise performance management and planning tools. It provides integrated access to customizable strategy maps, corporate and divisional scorecards, operational dashboards, and planning tools. Delivered as a Web-based solution, the Blueprint takes advantage of the powerful features of IBM Cognos 8 Business Intelligence and IBM Cognos 8 Planning.

With real-time access to key performance indicators, a brand manager or therapeutic area manager can more effectively manage action plans and budgets, monitor cross-divisional processes, and ensure alignment with strategic objectives. The brand manager can modify and re-prioritize the numerous projects that impact a brand's performance and reflect them in the financial drivers of related budgets and plans.
The Blueprint enables the creation and implementation of a cross functional, brand management process based on a single version of the truth, ensuring that decisions are made with the right information.

Benefits

The Integrated Brand Management Blueprint addresses the complexity of managing a global pharmaceutical brand from strategic, operational, and financial perspectives. It combines strategy maps, balanced scorecards, and performance driver analysis with operational dashboards and enterprise planning tools.
The Blueprint provides the framework and toolset needed to quickly identify performance trends and issues, and to drill down into the individual projects that drive a brand's performance while reflecting changes in budgets and plans.
Key benefits include:

• A holistic approach for brand management that links high-level strategy to operations management and financial planning.
• Improved ability to analyze and understand key drivers and metrics for a successful brand.
• Improved ability to quickly identify and resolve process bottlenecks and issues with brand launches.
• Top-down and bottom-up planning and management capability.
• Improved understanding of the true impact of management decisions and investments.

The Blueprint is designed to accelerate and improve the effectiveness of brand launches and management – from pre-launch Phase IIIb activities to patent expiration and competition with generics.

Features

• Advanced scorecards and dashboards linked to strategic objectives
• Customized Web-based portal for all brand management and therapeutic area management activities
• Role-based reports for individuals throughout the chain of command
• Integration with enterprise project management tools allows effective initiative management from a centralized console
• Detailed planning models to manage marketing initiatives, regulatory activities, and interactions with the medical community
• Structured event notification and status monitoring to ensure appropriate actions are taken when a decision is made

Architecture

The Blueprint uses a variety of Cognos tools to create an end-to-end solution that enables decisions to be made, actions to be taken, and financials to be managed. An organization may already have technologies that are performing some of the functions this solution offers. In such cases, we will use IBM Cognos DecisionStream ETL services to integrate these technologies.

Cognos scorecarding is used to store summary metrics and provide an intuitive interface for metrics and strategy management. It is also used as a high-level interface to an enterprise project management solution. Cognos reporting is used to develop dashboards and reports that can be consumed in numerous forms, including Blackberry, PDFs, and PowerPoint. Cognos event management is used to automate activities throughout the system, with a focus on report distribution, data maintenance, threshold monitoring, and e-mail alerts.

IBM Cognos 8 Planning manages the financial data associated with brand management initiatives and utilizes rolling forecasts and driver-based planning. We also use Cognos Planning to help analyze the performance of various measures and individuals. To bring everything together, Cognos Connection provides an integrated portal to manage, view, and analyze information in an intuitive environment.

Availability

For more detailed information, visit our website: www.thepalladiumgroup.com

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