In this webinar, you will:
- Understand the evolution of established brands over the past decade
- Recognize key considerations and interdependencies for established brand strategies
- Uncover how to optimize your promotional model to maximize bottom-line results
Until now, there has been a misperception that later life cycle brands need to be “put out to pasture,” with minimal sales and marketing effort that simply allows them to run their course. The reality is that real patients count on the therapeutic benefits derived from these brands on a daily basis and these brands have the ability to produce significant revenues, retain a high volume of loyalists and may have a number of years before loss of exclusivity. In essence, the value of established brands is multi-faceted. When considering investment options in established brands it’s important to consider implementing lower cost, higher touch programs which continue to drive sales with less effort, but much higher impact. The saying, “there’s juice left in the squeeze” has never been more relevant. Further, the concept of the “mature” brand is evolving, with assets in the prime of life, but sitting outside a manufacturers core strategy, now merging with later-in-life brands to become known as the Established Brand category. This blended spectrum of assets can benefit from a similar approach to extend value generation and contribution to the company’s bottom line. This session will uncover how you can plan and implement a strategy to support these brands into maturity with great success.
Brief slide presentation followed by panel discussion and audience Q&A
Meet Our Presenters
Global Head, Commercial Innovation and Solutions
Lee Taurman is an experienced Life Sciences industry executive and management consultant. He specializes in working with clients to develop innovative solutions as they evolve to meet the needs of a changing healthcare and business landscape. This includes developing new integrated services and solutions, reorganizing and restructuring the front and back office to better manage costs and improve service, and creating new approaches to strategic planning and execution that unlock shareholder value.
Lee currently leads the Commercial Innovation and Solutions Group at Syneos Health. Commercial Innovation and Solutions leverages the company’s broad commercial capabilities to develop integrated solutions that address our clients’ most pressing needs.
Prior to Syneos Health, Lee led Grant Thornton's advisory practice for Life Sciences. His work with clients focused on creating internal and external innovation platforms to deliver business value. He also developed strategies and execution models to harness the power of the "gig economy" and help manage an increasingly externalized non-employee workforce.
Mr. Taurman holds a Masters of Business Administration from the Leonard N. Stern School of Business at New York University and a Bachelor of Sciences in Supply Chain Management from the Martin J. Whitman School of Management at Syracuse University.
Jennifer P. Tyler
Established Brands Solution Leader
Jennifer Tyler brings to Syneos Health over 25 years of experience accelerating the development of global businesses, creating innovative value, driving top-line performance and bottom-line growth, and orchestrating across domestic, global and emerging markets. She excels at delivering profitable results, managing through an evolving healthcare system and empowering teams during rapid market change.
Ms. Tyler also serves as adjunct associate faculty in The Consulting Practice, Department of Health Policy & Management, Mailman School of Public Health at Columbia University Medical School.
Prior to joining Syneos Health, Ms. Tyler spent 20 years at Pfizer in commercial strategy roles, driving success for a diverse portfolio of hundreds of established brands.
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