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AbbVie Marketing

To make a remarkable impact on patients' lives through innovative marketing that positions AbbVie as the premier biopharmaceutical company

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To make a remarkable impact on patients' lives through innovative marketing that positions AbbVie as the premier biopharmaceutical company

Strengths

  • PORTFOLIO: Strong immunology franchise led by Humira, Skyrizi and Rinvoq
  • RESEARCH: Robust R&D pipeline with 50+ compounds in development
  • FINANCIAL: Solid revenue growth with Q1 2023 showing 6% operational increase
  • PARTNERSHIPS: Strategic acquisitions enhancing therapeutic diversity
  • TALENT: World-class scientific expertise across therapeutic areas

Weaknesses

  • HUMIRA: Over-reliance on flagship product facing biosimilar competition
  • COMPETITION: Intensifying market pressure in immunology space
  • PERCEPTION: Lower brand recognition compared to larger pharma peers
  • DIGITAL: Underdeveloped digital patient engagement capabilities
  • PRICING: Vulnerability to drug pricing reform and policy changes

Opportunities

  • AESTHETICS: Growing medical aesthetics market with Allergan integration
  • ONCOLOGY: Expanding oncology portfolio through Venclexta's growth
  • NEUROSCIENCE: Rising neurological disorder prevalence worldwide
  • TECHNOLOGY: AI and ML applications in drug discovery and development
  • PERSONALIZATION: Tailored patient treatment approach capabilities

Threats

  • BIOSIMILARS: Accelerating biosimilar competition for core products
  • REGULATION: Increasing government focus on pharmaceutical pricing
  • LITIGATION: Ongoing legal challenges related to certain products
  • COMPETITION: New entrants with novel therapeutic approaches
  • GEOPOLITICAL: Supply chain disruptions and international tensions

Key Priorities

  • DIVERSIFICATION: Accelerate portfolio growth beyond immunology
  • INNOVATION: Enhance R&D pipeline through tech and data insights
  • DIGITAL: Develop advanced digital patient engagement platform
  • BRANDING: Strengthen global brand perception and recognition
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To make a remarkable impact on patients' lives through innovative marketing that positions AbbVie as the premier biopharmaceutical company

DIVERSIFY PORTFOLIO

Expand marketing impact beyond immunology franchise

  • AESTHETICS: Increase Allergan aesthetics product awareness by 25% among target HCPs through integrated campaign
  • ONCOLOGY: Launch comprehensive marketing program for oncology products reaching 80% of specialist HCPs
  • NEUROSCIENCE: Develop and execute marketing strategy for neuroscience portfolio with 30% share of voice
  • CONTENT: Create modular content library for emerging products with 50+ assets across 5 therapeutic areas
INNOVATE ENGAGEMENT

Revolutionize HCP and patient outreach through technology

  • PLATFORM: Implement integrated marketing tech stack with advanced analytics reaching 90% adoption
  • DIGITAL: Increase digital engagement by 40% through personalized omnichannel strategies for top products
  • DATA: Establish unified customer data platform capturing interactions across 85% of touchpoints
  • AUTOMATION: Deploy marketing automation across 70% of customer journeys with personalized messaging
AMPLIFY DIGITAL

Build world-class digital patient engagement ecosystem

  • EXPERIENCE: Design and launch 3 patient support applications with 95% satisfaction rating
  • ADOPTION: Achieve 250,000 active users across digital patient support platforms by Q4
  • PERSONALIZATION: Implement AI-driven content recommendation engine with 35% higher engagement rate
  • MEASUREMENT: Establish comprehensive digital measurement framework covering 100% of digital initiatives
ELEVATE BRAND

Strengthen AbbVie's global position as premier biopharma

  • PERCEPTION: Improve brand perception score from 78 to 85 through integrated global campaign
  • ADVOCACY: Increase healthcare provider advocacy by 30% through targeted educational programs
  • STORYTELLING: Develop and distribute 15 high-impact patient journey narratives across key channels
  • AWARENESS: Achieve 70% unaided brand awareness among target HCP segments across major markets
METRICS
  • Brand perception score: 85/100
  • Digital engagement rate: 45%
  • Marketing qualified leads (MQLs): 15,000/quarter
VALUES
  • Transforming Lives
  • Acting with Integrity
  • Driving Innovation
  • Embracing Diversity & Inclusion
  • Serving the Community
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Align the learnings

AbbVie Marketing Retrospective

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To make a remarkable impact on patients' lives through innovative marketing that positions AbbVie as the premier biopharmaceutical company

What Went Well

  • GROWTH: Immunology portfolio exceeded expectations with 26% YoY growth
  • EXPANSION: Aesthetics business showed strong recovery with 15% growth
  • PIPELINE: Multiple late-stage clinical trials met primary endpoints
  • ACQUISITION: Successful integration of recent strategic acquisitions
  • MARGINS: Operational efficiencies improved adjusted operating margin

Not So Well

  • HUMIRA: Legacy product sales declined faster than anticipated (-35%)
  • ONCOLOGY: Certain oncology products underperformed quarterly targets
  • DIGITAL: Digital transformation initiatives behind implementation schedule
  • MARKETS: Geographic expansion in emerging markets below expectations
  • EXPENSES: SG&A expenses increased beyond projected levels by 8.5%

Learnings

  • TRANSITION: Post-Humira strategy requires accelerated execution
  • COORDINATION: Cross-functional collaboration critical for new launches
  • ENGAGEMENT: Digital-first approach resonating with younger HCP segment
  • TARGETING: Precision in HCP targeting yields higher conversion rates
  • INTEGRATION: Data integration across platforms enhances decision making

Action Items

  • ANALYTICS: Implement advanced marketing analytics platform by Q3 2025
  • TRAINING: Enhance digital marketing capabilities across global teams
  • MEASUREMENT: Refine ROI measurement framework for marketing activities
  • CONTENT: Develop modular content strategy for personalized engagement
  • SEGMENTATION: Refine customer segmentation based on behavioral data
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To make a remarkable impact on patients' lives through innovative marketing that positions AbbVie as the premier biopharmaceutical company

Strengths

  • DATA: Extensive clinical trial and real-world data for AI applications
  • RESOURCES: Substantial financial capability to invest in AI initiatives
  • ALLIANCES: Strategic partnerships with leading technology companies
  • ADOPTION: Preliminary AI implementation in R&D already showing results
  • LEADERSHIP: Executive team demonstrating commitment to digital innovation

Weaknesses

  • INFRASTRUCTURE: Legacy systems impeding seamless AI integration
  • TALENT: Limited specialized AI/ML expertise compared to tech sector
  • SILOS: Departmental isolation preventing cross-functional AI solutions
  • GOVERNANCE: Underdeveloped AI ethics and governance frameworks
  • ANALYTICS: Insufficient advanced analytics capabilities for big data

Opportunities

  • DISCOVERY: AI-powered drug candidate identification acceleration
  • PERSONALIZATION: AI-driven patient segmentation for targeted marketing
  • PREDICTIVE: ML models to forecast market trends and treatment outcomes
  • AUTOMATION: Process optimization through intelligent automation
  • ENGAGEMENT: Enhanced HCP and patient digital experiences with AI

Threats

  • COMPETITION: Tech giants entering healthcare with advanced AI solutions
  • REGULATION: Evolving regulatory framework for AI in pharmaceutical use
  • SECURITY: Data privacy concerns with sensitive healthcare information
  • INVESTMENT: Balancing AI investments against traditional R&D spending
  • ADOPTION: Healthcare practitioner resistance to AI-enabled solutions

Key Priorities

  • CAPABILITIES: Build dedicated AI center of excellence for marketing
  • INTEGRATION: Implement AI-powered customer insights platform
  • EDUCATION: Develop comprehensive AI literacy program for marketers
  • PERSONALIZATION: Deploy AI for hyper-personalized HCP engagement