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0:00
Hello, my name is
Monica Saldivar.
It's a pleasure
to be here today.
I'm a global
business strategist.
I specialize in
bringing agility to
multiple cross-functional
teams for end-to-end
commercialization of
medicines across the world.
I mobilize organizations
to deliver
very rapid and effective
solutions to patients
through global winning
marketing strategy design,
product life cycle, strong
go-to market plans,
and of course, seamless
product launches.
Today, I'm here to talk about
global marketing strategy
and the relevance of
market expansion.
0:45
We will try to cover
what the basics are.
Why you need a global
marketing strategy,
some basic elements of
what's known to be the
global marketing plan,
and what that new "NEW"
in pharma marketing is.
On the other side, we
will also talk about
the relevance of solid
market expansion plan,
where you can start always
to some localization,
pricing, as well as a
regulatory environment.
1:16
Just touching very briefly on
why you need a global
marketing strategy.
In this global environment
where we all live today,
it's especially relevant for
the pharmaceutical products.
You want to make sure
that all your efforts
whether they're
marketing, commercial,
and strategic efforts across
the world are consistently
pursuing the defined
competitive advantage
that your brand or
your product has.
This way you're
preserving brand imagery
and you're also building brand
equity all over the world
and having all your messages
at the very heart of
every single commercial
effort you do,
no matter the region
where this is happening.
Internally, it's
also very important
to have these global
marketing strategies.
And it all starts with all
the internal stakeholders
and also to your
international teams
on how they can be better
prepared for the launch,
and how they can work
together as teams
to put the brand vision that
we have at the very front.
Again, more importantly to
have one aligned voice,
one aligned message
across the world.
No matter where you are,
you will be able to
recognize the product,
the brand and more importantly,
the competitive advantage
and the benefit.
It's absolutely critical
that before doing that
you do a robust
environmental analysis,
where you are reflecting or
you build the opportunity
to build some differences
to create the global
marketing strategy
and importantly
the localization.
It's obvious but nevertheless
important to mention that
the vision and the brand
communication platform
should be reflecting all those
insights that you connect
and that will resonate with
all your customer audiences
in the different markets.
