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


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


7th August 2018

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