Your Global Strategy for Growth Markets Requires a “Clustered Approach”
Emerging markets are an essential lifeline for industry growth as EU and US markets face saturation, and with a clustered approach, pharma could greatly improve its understanding of and responses to changes in regional markets, according to Haider Alleg, Global eMarketing Manager at Gedeon Richter.
Ahead of an industry webinar, to be hosted on 12th November, Alleg emphasised the need for a clustered approach in grouping growth markets in order to ensure global strategies are workable and effective while also remaining conscious of local needs. “The automotive industry got it right, working in silos, individually in each country is not efficient. The clustered approach, based on creating a global platform, agile enough to be scaled to local needs, is the key for aligning marketing and communication programs globally.”
Alleg also stressed the importance in technological advances for keeping costs manageable and global strategies cohesive; “thanks to the maturity of new technologies such as modern uses of intranet and CLM, a clustered approach is quite easy to manage centrally and tailor to local needs, if properly planned from the beginning.”
That’s not to say that this is an easy task. There is a lot which could go wrong, and the consequences of mistakes can have huge repercussions. Without effective communication between central office and regional branches, global strategists can easily be left behind and lose touch with important developments happening locally. Ivory tower concepts simply will not work when it comes to formulating global strategy and pharma needs a strategy which will ensure maximum relevance and subsequently profitability in the regions.
Laurent Décory, a Senior Director, Business Operations and Implementation, with experience at Sanofi, Nycomed and Takeda; and Burak Ergenoglu, Department Head, Strategic Planning and Portfolio Management at Sanofi will be addressing these issues and providing comprehensive guidance alongside Alleg during the webinar, at 3pm CET on 12th November. Register now for free at the official website.