Beacon Consulting Group - Commercial Strategy

Commercial Strategy

Beacon Consulting Group helps companies define winning, reality-based marketing strategies.

These projects usually involve deep analysis of market, product, and competitors to gain previously unknown customer/market insights; followed by facilitated brainstorming sessions with a cross-functional team from the client; with the ultimate deliverable being a winning plan with a 5-10 year planning horizon.
Components of these projects usually include: comprehensive analyses of today’s and tomorrow’s marketplace; thorough competitive/pipeline reviews; strategies that can change customer behavior; resource allocation recommendations based upon extensive experience; complete market-based forecasts that include competitors/pipeline products; and long term P&L analyses.

These projects usually begin once a winning strategic plan is in place, and build out specific plans over a 1-3 year horizon.
Key components include: comprehensive analyses of marketplace (if not already conducted through strategic planning); thorough competitive reviews including key messages and estimates of promotional spending; customer-tested key message development; resource allocation recommendations including specific tactics; detailed, share-based forecasts; and annual P&L estimates.

These projects usually involve deep analyses of disease epidemiology, treatment trends, and current/future competitors to gain a thorough understanding of the competitive environment for a pipeline product.
Typical components include: in-depth disease-state reviews and projections, in-depth competitive/pipeline reviews, and recommendations for indication focus, pipeline prioritization, and planning for pre and post approval resource requirements and profit expectations.

These projects may be born from a key event in the marketplace (significant positive or negative data), a competitor who is preparing to launch, or simply a brand performance that is divergent from its expectations (in either direction!). Like a strategic planning forecast, these projects typically involve deep analysis of market, product, and competitors to gain previously unknown customer/market insights, followed by facilitated brainstorming sessions with a cross-functional team from the client.

Components of these projects usually include an in-depth situation analysis conducted by Beacon, facilitated brainstorming sessions with a cross-functional team from the client, key competitive strategies likely to be employed (in competitive assessments), and recommendations for client-company product strategies and action plans.

Successful products need both winning strategies and winning teams. These projects usually involve in-depth analyses of sales team structure, staffing criteria, training, goal setting, and incentive compensation.

Components of these projects typically include analyses of sales team structure, capabilities, and incentives; interviews with key managers and representatives, assessment time in the field, and winning recommendations for improved customer impact.