17 Strategic Brands: 1 Common Approach
St Clair Consulting have worked closely with one of the large American multi-national pharmaceutical companies to implement a strategic marketing planning process across the global product teams. This process is now applied consistently across a wide-range of therapeutic areas. The ability to adapt the process to suit the different complexities of different markets has been proven as it has been applied to specialist-led prescription products through to primary care prescription products sensitive to the influence by the consumer.

In the CEO's words "This is the first time I've come across a process that works"



Maximising the European revenues of a Potential Block Buster
St Clair has worked closely over the past two years with one of the top 5 pharmaceutical companies, and it's European Operations. The goal - to introduce best practice thinking frameworks in order to strengthen consistency across Europe in:

• the strategy
• building the brand, and
• refining/fine tuning implementation of the marketing programmes for their latest block buster.

The project started at about the same time as the first market launched. In the client's words " A special thank you to St Clair who challenged us all and really made us think about why we do what we do. We learnt a great deal from each other in the workshop's over the last 2 years .The bottom line is we really did make a difference to how Europe approached the [therapeutic area] business". European Project Leader.



Case Study on Branding 1
Over the last year St.Clair has been engaged in supporting one of the mega-pharmaceutical multinationals in achieving their strategic goal of building a global block buster brand. The issue being that their starting point was fragmented: almost every country was 'doing their own thing' from a branding perspective.

St.Clair adopted a parallel two-pronged approach to support this endeavour. On the one hand support the client to put in place a common branding process and up-skill the organisation to manage this. And concurrently work with the individual countries to get them aligned to the global strategy, over a designated period of time.



Case Study on Branding 2
St.Clair is supporting a multi-billion dollar US company implement a branding process for both their existing top brands as well as those coming through the pipeline. Initially each brand team has the opportunity to understand how the branding process works. Then the team is taken through a series of steps which identify what they have already created in the market place in the case of an existing brand or what they need to create in the case of a new launch. Finally St.Clair supports the team to put in place the actions which are required to align this with their strategic goal over a designated time scale.