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- PMLiVE

Portfolio analysis: Using market research to master communications across a therapeutic category

August 7, 2018 | Healthcare Market Research, Melinda Shorr, Pharma Voice, Portfolio analysis, Tom Nolte 

Many of us are familiar with billiard games, where two players compete to be the first to pocket all the balls on the table in a particular order.  We recently used the game as an analogy to explore the value of effective portfolio management within a particular therapeutic category.

Imagine that a set of racked billiard balls are the products in your portfolio.  Each ball will require its own particular angle to achieve success.  When a new ball breaks the cluster, only the savviest players can plan and strike in such a way that multiple balls will go in the right places to attain a competitive advantage.

Portfolio analysis is a valuable tool used in market research to understand the dynamics of a product portfolio and how best to guide, direct and manage the communications strategy to best effect…Read the full article: https://bit.ly/2ALqJfm

This content was provided by Research Partnership

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