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Printable Handouts
Navigable Slide Index
- Introduction
- Forensics
- Marketing is the science of changing human behavior
- Why brands don’t always live up to their expectations
- Entresto®
- The launch of Entresto®
- Entresto® PARADIGM-HF study
- Entresto® launch plan
- Assessment of Entresto’s® launch performance
- Why were cardiologists not prescribing as expected?
- Switching to Entresto®
- Novartis campaigns
- Entresto® revenues
- The Novartis perspective
- Financial analyst revenue projections
- Summary of Entresto® forensic analysis
- Value proposition
- Thank you!
Topics Covered
- Forensic Marketing
- Analysing drug/brand launch campaigns
- Drug marketing
- Entresto® launch campaigns
- Thought leaders/key opinion leaders and high prescribers
- Gaining early input from payers
Links
Series:
External Links
Talk Citation
Wolff, N. (2025, July 31). Forensic marketing: how to sharpen pharmaceutical brand strategy [Video file]. In The Biomedical & Life Sciences Collection, Henry Stewart Talks. Retrieved August 2, 2025, from https://doi.org/10.69645/OODY4642.Export Citation (RIS)
Publication History
- Published on July 31, 2025
Financial Disclosures
- There are no commercial/financial matters to disclose.
Other Talks in the Series: Pharmaceutical Marketing
Transcript
Please wait while the transcript is being prepared...
0:00
Hello. This is Neal Wolff.
Today we're going to talk
about: "Forensic Marketing.
How to Sharpen Brand Strategy
by Analyzing Recent Launches".
Forensic marketing is an
approach to looking at
recent pharmaceutical
launches and
learning by how they perform.
0:21
Forensics is the science of
gathering evidence
to solve a crime.
Now we're not solving
crimes in this analysis,
but we're looking at how brands
performed and what
they got right
in terms of understanding
a market and
what they didn't
really get correct.
We can avoid pitfalls
and allow brands to
deliver their performance for
physicians and for patients.
The things that we
want to think about
is can we help discover why
brands didn't achieve
their expectations
that were set at the launch?
What did companies misunderstand
or miscalculate about
the marketplace in terms
of customers,
patients, perceptions?
What could their
launch strategy have
been to improve it to
accelerate the uptake
of a product in
the market and how do we
apply these learnings?
We're not solving
a crime but we're
applying analysis to help
better understand
how to continue
to add the greatest value
for our brands to customers.
It's important to
understand that marketing
1:25
is the science of
changing human behavior,
we as consumers,
doctors as prescribers,
patients, we all do
things a certain way
and we're influenced
by many factors.
If a doctor is prescribing
a certain product,
why are they prescribing
that product?
What's the efficacy? What
are the side effects?
How well do patients
comply with the therapy?
Affordability. There's
a lot of things that
go into why we do
the things we do.
Marketing, let's say we want to
introduce a new product
into the market,
let's call it product x.
If we want the consumer or
the customer to
prescribe product x,
we have to understand why
are they doing what they do
today and what is necessary,
what has to be the value
that a brand delivers to
that physician and
patient in order
to prescribe that new product x?
The things that go into
that is a brand strategy.
How are we going to position
this drug relative to
the existing products
in the market?
What are the underlying
market assumptions?
How is the market changing?
What is the current landscape?
What's the competitive
landscape, etc?
Then segmenting
customers and we look at
customers and we group
them by similar behaviors
so those three things
are critical drivers to
understand how the
market is performing
today and what might change
in the market going forward.
To really understand
what marketing and
pharmaceutical marketing is
and marketing in general is,
we are all in the value
creation business.
What do I mean by value?
Customers see value in the
world of pharmaceuticals
as efficacy, how well a
product workקג, safety,
how safe it is, especially
relative to other
products available
and dosing and how
frequent a product has
to be taken or injected.
When we look at
value, we have to
understand why are they
using the product they're
using today and how much more
value do we have to infuse into
the new brands to get them
to change their behavior
from prescribing
what they're doing
today to prescribing
new products.
That really is so important
and it's something that we're
going to dive into
a little bit about
and use real world
examples to share this.
We must understand what value
are customers, in this case,
we use customers as patients
and physicians and payers.
Those are the people
that are likely
going to be interacting
with a new product.
What's the value
that they need and
want in order to switch from
what they're doing today?
The other side and
the reason we're