SOURCE: Cutting Edge Information

July 01, 2008 09:29 ET

Pharmaceutical Competitive Intelligence Groups Going Global to Match Brand Marketing Strategies

RESEARCH TRIANGLE PARK, NC--(Marketwire - July 1, 2008) - Pharmaceutical companies are globalizing their competitive intelligence groups to match the globalization of brand marketing strategies. A large number of companies examined in Cutting Edge's new report, "Pharmaceutical Competitive Intelligence: Expanding the Role and Reach of CI," (www.pharmacompetitiveintelligence.com) have globalized competitive intelligence functions, enabling them to deliver most impact at the same place that brand strategies are being set.

Globalizing CI groups also eliminates the issue of CI teams being too far removed from upper management's ears to affect strategic choices. Global CI teams' messages have little to no filter before reaching upper management, preventing dilution of messages.

"Pharmaceutical Competitive Intelligence: Expanding the Role and Reach of CI," available at www.pharmacompetitiveintelligence.com, examines CI team structures, phase-by-phase spending and staffing, and strategies for improvement. Compiled from surveys and interviews with executives at leading companies, the report enables CI teams to achieve success.

"By globally aligning their CI teams, companies are placing a greater emphasis on CI's importance," said David Richardson, lead author of the report. "CI groups are playing ever more important roles in decisions for brands, and sitting where key decisions are made increases CI's level of impact."

Pharmaceutical Competitive Intelligence: Expanding the Role and Reach of CI focuses on these topics:

--  Structuring for Success -- provides details on CI structures,
    including global-level reporting lines and placements; ways in which CI
    teams trumpet their successes and create CI cultures; and the career paths
    laid out to make CI teams breeding grounds for future pharma leaders
--  Resourcing for Growth -- reveals CI department-level budgets and
    staffing; brand-level phase-by-phase spending and staffing; which groups
    fund CI; and how companies demonstrate ROI on CI
--  Increasing CI's Reach -- Examines how companies communicate their
    strategic value to internal clients and the resources and tools for
    collecting CI
    

The 116-page report examines CI team structures, phase-by-phase spending and staffing, and strategies for improvement. Compiled from surveys and interviews with executives at leading companies, the report enables CI teams to achieve success.

A summary of the report is available for download here: http://www.cuttingedgeinfo.com/pharmacompetitiveintelligence/PH110_Download.asp#body

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