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Gilead Sciences Marketing

To discover and deliver life-changing therapies by ensuring our innovations reach those who need them most through impactful education and engagement.

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To discover and deliver life-changing therapies by ensuring our innovations reach those who need them most through impactful education and engagement.

Strengths

  • PORTFOLIO: Strong HIV and HBV franchise generating stable revenue
  • INNOVATION: Robust oncology and cell therapy pipeline expansion
  • MARKET: Established leader in antiviral therapies with 65% share
  • FINANCIAL: $8.2B cash position enabling strategic investments
  • GLOBAL: Extensive international market presence in 35+ countries

Weaknesses

  • MESSAGING: Inconsistent value proposition across therapeutic areas
  • DIGITAL: Limited omnichannel marketing capabilities vs competitors
  • ANALYTICS: Insufficient ROI measurement on marketing investments
  • TALENT: Skill gaps in specialized therapeutic area marketing
  • PRICING: Ongoing public perception challenges around drug pricing

Opportunities

  • ONCOLOGY: Growing $200B+ market with significant unmet needs
  • PERSONALIZATION: HCP demand for tailored education materials
  • PARTNERSHIPS: Strategic alliances with patient advocacy groups
  • DIGITAL: AI-powered engagement platforms for personalized HCP reach
  • EMERGING: Expansion potential in Asia-Pacific healthcare markets

Threats

  • COMPETITION: Increasing biosimilar entries in core therapeutic areas
  • REGULATORY: Changing global pricing and access policies
  • REPUTATION: Social media amplification of pricing controversies
  • INNOVATION: Accelerating competitive pipeline developments
  • ECONOMIC: Healthcare spending constraints in key markets

Key Priorities

  • DIGITAL: Accelerate omnichannel marketing transformation
  • MESSAGING: Develop unified value narrative across portfolio
  • ANALYTICS: Implement advanced marketing performance measurement
  • ENGAGEMENT: Strengthen HCP and patient advocacy relationships
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To discover and deliver life-changing therapies by ensuring our innovations reach those who need them most through impactful education and engagement.

TRANSFORM DIGITAL

Lead pharma in omnichannel HCP engagement excellence

  • PLATFORM: Deploy unified digital engagement hub connecting all channels with 85% HCP adoption by Q3
  • CONTENT: Create personalized scientific content engine generating 50+ dynamic assets monthly for key brands
  • ANALYTICS: Implement real-time performance dashboard with 12 key metrics visible to all marketing teams
  • CAPABILITY: Train 100% of marketing team on omnichannel strategy and execution methodology
UNIFY MESSAGING

Create compelling therapeutic narrative across portfolio

  • FRAMEWORK: Develop comprehensive value story architecture covering all therapeutic areas and audiences
  • RESEARCH: Complete messaging validation studies with 500+ HCPs across 8 therapeutic specialties
  • TOOLKIT: Launch centralized messaging resource center with 95% field team certification completion
  • MEASUREMENT: Achieve 30% improvement in message recall and attribution in quarterly HCP tracking
MASTER METRICS

Drive data-driven decision making across marketing

  • DASHBOARD: Deploy marketing performance command center with daily updates on 15 critical KPIs
  • ROI: Implement advanced attribution model connecting marketing activities to prescribing behavior
  • TRAINING: Certify 85% of marketing team on data analysis and insights generation methodologies
  • ALIGNMENT: Establish unified cross-functional marketing metrics approved by leadership team
STRENGTHEN ADVOCACY

Build powerful stakeholder relationships driving growth

  • ENGAGEMENT: Develop strategic partnership program with 25 key patient advocacy organizations
  • EDUCATION: Create 12 new scientific exchange platforms reaching 10,000+ specialized HCPs
  • DIGITAL: Launch integrated HCP community platform with 5,000+ active members by end of quarter
  • INSIGHTS: Implement continuous feedback system capturing insights from 500+ key opinion leaders
METRICS
  • BRAND AWARENESS/PREFERENCE: 75% among target HCPs by Q4 2025
  • ENGAGEMENT: 65% of target HCPs actively interacting with digital content monthly
  • NRx GROWTH: 12% year-over-year increase in new prescriptions across portfolio
VALUES
  • Scientific Excellence
  • Inclusion
  • Integrity
  • Teamwork
  • Accountability
Gilead Sciences logo
Align the learnings

Gilead Sciences Marketing Retrospective

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To discover and deliver life-changing therapies by ensuring our innovations reach those who need them most through impactful education and engagement.

What Went Well

  • REVENUE: HIV franchise exceeded projections by 7% driving overall growth
  • LAUNCH: Oncology portfolio outperformed expectations in first full year
  • DIGITAL: HCP engagement rates increased 23% through new digital platforms
  • PIPELINE: Phase III data strengthened upcoming product narrative with HCPs
  • EXPANSION: Successful entry into three new international markets on target

Not So Well

  • CONVERSION: Lower than expected new patient starts despite awareness gains
  • MESSAGING: Key product differentiators not clearly communicated to HCPs
  • SPENDING: Marketing budget efficiency declined 8% year-over-year
  • METRICS: Limited visibility into regional marketing performance variation
  • INTEGRATION: Post-acquisition marketing alignment challenges persisted

Learnings

  • TARGETING: More precise HCP segmentation drives 3X higher engagement rates
  • CONTENT: Scientific narrative resonates stronger than general messaging
  • CHANNELS: Hybrid engagement strategy outperforms purely digital approach
  • COORDINATION: Cross-functional alignment critical for successful launches
  • ANALYTICS: Real-time data access enables faster campaign optimization

Action Items

  • PLATFORM: Implement integrated marketing analytics dashboard by Q3 2025
  • TRAINING: Develop therapeutic-specific marketing certification program
  • ALIGNMENT: Create cross-functional launch excellence team structure
  • OPTIMIZATION: Review and consolidate marketing technology vendors
  • MEASUREMENT: Establish standardized KPIs across all marketing programs
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To discover and deliver life-changing therapies by ensuring our innovations reach those who need them most through impactful education and engagement.

Strengths

  • DATA: Extensive proprietary clinical and real-world datasets
  • INVESTMENT: Committed $45M to AI/ML initiatives for 2025
  • TALENT: Growing team of data scientists in marketing analytics
  • INFRASTRUCTURE: Cloud-based marketing technology ecosystem
  • LEADERSHIP: Executive-level commitment to AI transformation

Weaknesses

  • INTEGRATION: Siloed AI initiatives across marketing functions
  • EXPERTISE: Limited specialized AI talent in therapeutic marketing
  • ADOPTION: Inconsistent utilization of existing AI tools
  • GOVERNANCE: Underdeveloped data privacy and AI ethics framework
  • LEGACY: Outdated systems limiting full AI implementation

Opportunities

  • PERSONALIZATION: AI-driven HCP content recommendation engines
  • FORECASTING: Advanced predictive analytics for launch planning
  • AUTOMATION: AI workflow tools to increase marketing productivity
  • INSIGHTS: Real-time market intelligence through AI analysis
  • OPTIMIZATION: ML for continuous campaign performance improvement

Threats

  • COMPETITION: Competitors' accelerated AI marketing capabilities
  • REGULATION: Evolving compliance requirements for AI in healthcare
  • PRIVACY: Increasing data protection concerns limiting AI use
  • TALENT: Fierce competition for specialized AI marketing talent
  • COMPLEXITY: Rapid AI technology evolution outpacing adoption

Key Priorities

  • UNIFICATION: Create integrated AI strategy across marketing
  • CAPABILITY: Develop specialized therapeutic AI use cases
  • TALENT: Invest in AI/ML training for marketing teams
  • GOVERNANCE: Establish ethical AI framework for healthcare marketing