Engage in portfolio marketing

The ability to create strong brand equity by engaging in portfolio marketing is a key factor for success. The strength of the sales and marketing organization and its capabilities in terms of field sales, promotions, market research and medical services can play a critical role in creating such brand equity.

KSI tends to have divisions focused on certain therapies. This can foster the opportunity for us to increase our depth in a specific therapy by conducting focused market research and to develop a good understanding of a market’s medical needs, which in turn has helped us to gain recognition among physicians.

Leveraging a portfolio of products allowed KSI to benefit from synergies as we execute our strategy and develop a market presence. Engaging in portfolio marketing has generated efficiencies by enabling field sales teams to promote multiple products with physicians, further improving ability to succeed in this competitive market.

Bolster the sales force with multi-channel engagement

In-person, face-to-face interactions remain a core strategy for marketing products to providers.

KSI is investing in sales reps, who play a vital role in product education and relationship building. However, as markets grow, we are pursuing taking an integrated, multi-channel approach.

We at KSI believe a well-executed multichannel approach can achieve goals and accelerate results by extending the sales force through digital and on-line interactions. A multi-channel marketing strategy leveraging newly adopted channels (such as digital access) has the potential to reach a broader audience to deliver core messaging.
One key goal of this strategy is instilling trust and recognition among health care providers and consumers for the pharmaceutical parent company.
Sales reps may then have an opportunity to focus on reinforcing this messaging in strategically important doctors who may be more likely to be receptive to e-Detailing and e-Learning applications.

In general, KSI strategy is to continue to rely on individual interactions with sales reps as a means to gain trust and educate practitioners about a product.
However, an integrated multi-channel strategy will enhance the brand and provide more efficient solutions.

Recalibrate regulatory affairs

The ability to accelerate the company’s go-to market capability by moving the application dossier through multiple bureaucratic hurdles is a key capability that regulatory affairs personnel must master.

In our market, established relationships are an important element of regulatory affairs performance.