Archstone Consulting's Connect-the-Dots; Brand planning excellence program is launched for the life sciences industry.STAMFORD, Conn. -- Brand Building Tool Developed For the Life Sciences Industry Archstone Consulting, an independent strategy and operations management Operations management is an area of business that is concerned with the production of goods and services, and involves the responsibility of ensuring that business operations are efficient and effective. consultancy, today announced the launch of Archstone Consulting's Connect-the-Dots(TM) program, a new program designed to help pharmaceutical companies develop breakthrough brand strategies. Archstone Consulting's Connect-the-Dots(TM) brand planning program, the result of 18 months and more than $2 million in research, development and beta testing (programming) beta testing - Testing a pre-release (potentially unreliable) version of a piece of software by making it available to selected users. This term derives from early 1960s terminology for product cycle checkpoints, first used at IBM but later standard throughout the , is a comprehensive tool kit and service offering that includes best practice market assessments, planning methodologies, marketing mix analytics, and customized templates for use by cross-functional brand planning teams in the life science industry. "There is significant evidence that brands in crowded therapeutic areas can break out and dominate their categories - not based on their product's efficacy - but on marketing effectiveness Marketing Effectiveness is the function of improving how marketers go to market with the goal of optimizing their marketing spend to achieve even better results for both the short-term and long-term. Also related to Marketing ROI and Return on Marketing Investment (ROMI). ," stated Chris Franck, a Principal in Archstone Consulting's Life Sciences Practice. "Archstone Consulting's Connect-the-Dots(TM) program will help brand planning teams develop breakthrough strategies through best-practice market assessments, better planning methodologies, fully integrated templates, and seamless collaboration and execution." Archstone Consulting's Connect-the-Dots(TM) brand planning program has already been beta tested with six brands in five therapeutic areas with strong first-round results. "The 2005 strategy building process helped us to better articulate and align our objectives, strategies and tactics," stated John Rotondo, Vice President, Sales, Berlex Inc. "We were so pleased with the results that we're rolling out the program to the rest of our brands for 2006," added Elise Klein, Vice President, Business Analytics, Berlex. "Everyone who participated recognized that the new program was a significant improvement over previous processes." The growth in the volume of data, combined with the emergence of alternative marketing channels, proliferation of tactics, and cutthroat cut·throat n. 1. A murderer, especially one who cuts throats. 2. An unprincipled, ruthless person. 3. A cutthroat trout. adj. 1. Cruel; murderous. 2. competition are challenging even the most sophisticated pharmaceutical marketers. Industry experts and brand planning veterans from both the pharmaceutical and the consumer packaged goods Noun 1. packaged goods - groceries that are packaged for sale foodstuff, grocery - (usually plural) consumer goods sold by a grocer plural, plural form - the form of a word that is used to denote more than one industry have shown us that the best marketers demand the following from their brand planning process: --A comprehensive understanding of market dynamics --Assumptions grounded in the product lifecycle Product lifecycle or product life cycle is the course of a product's sales and profits over time. The five stages of each product lifecycle are product development, introduction, growth, maturity and decline. --Ruthless self-assessment of strengths, weaknesses, opportunities and threats --ROI-driven tactic selection Similarly, industry executives require: --Transparency and visibility into assumptions and the decision-making process --A common foundation upon which to make portfolio resource allocation resource allocation Managed care The constellation of activities and decisions which form the basis for prioritizing health care needs decisions "We're finding that many types of firms are finding great value in Archstone Consulting's Connect-the-Dots(TM) brand planning program," stated Mr. Franck. "Life sciences companies that are new to marketing and building brands can use our program to short-cut the development of their marketing competency. Larger and more sophisticated pharmaceutical marketers can incorporate specific components of our program - such as the Marketing Mix Optimizer - to further enhance their capabilities." Through its investments in Archstone Consulting's Connect-the-Dots(TM) program and other initiatives, the firm is committed to helping advance the art and science, as well as set the standard for marketing excellence in the life science industry. About Archstone Consulting Archstone Consulting is an independent strategy and operations management consultancy. Archstone Consulting specializes in operational transformations and growth platforms This article or section needs sources or references that appear in reliable, third-party publications. Alone, primary sources and sources affiliated with the subject of this article are not sufficient for an accurate encyclopedia article. in the consumer packaged goods and retail, life sciences, manufacturing, and services sectors. Archstone Consulting offers unbiased advice, efficient execution and measurable results. Headquartered in Stamford, Connecticut Stamford is a city in Fairfield County, Connecticut, United States. According to 2006 Census Bureau estimates, the population of the city is 119,261, making it the fourth largest city in the state. , the company has offices in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , Chicago and San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden . For additional information, please visit the company's web site at www.archstoneconsulting.com. |
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