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Achieving Brand Planning Excellence: An IMS Consulting Group Study

As the pharma landscape becomes more complex, it is increasingly critical that brand planning teams embrace a more strategic outlook, and develop a proactive methodology that continually evaluates and reacts to risk, opportunity and business impact. However, following a recent Brand Planning Excellence Study, IMS Consulting Group (IMSCG) found that although marketing teams are adjusting their strategic mindset, the brand planning process has remained a tactical exercise, bogged down by organizational and methodological inefficiencies and inconsistently connected to a cohesive strategic vision.

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