🚀 The Rise of an Integrated Brand Value Team - A SUCCESS Story! 🌟
I recently heard about a new term to describe a transformative approach within one of the largest pharmaceutical players in the world: the Integrated Brand Value Team (IBVT). Initially, many drug development and commercial management teams operated in siloes. In turn, crucial insights often got lost in translation, especially when Phase III products were handed off to commercial teams with a simple, “Go sell it!”
⚠️But here’s where the game changed: a commercial team engaged with payers and their target audiences only to discover a major roadblock—they found gaps in crucial data and realized they couldn’t effectively promote the product without addressing those needs. The result? A delayed launch, lower peak sales, and declining NPVs.
Enter the IBVT, a cross function team integrating clinical, regulatory, and commercial expertise. This collaborative effort led to remarkable success!
💡 Achievements:
1. The first two IBVT products are now in the US market and are projected to be multi-billion-dollar blockbusters!
2. This success story is inspiring the rollout of IBVTs across this company’s global operations, reinforcing their commitment to collaboration in drug development.
➡️The takeaway? Developing new drugs is a complex process that demands collaboration across disciplines from the very start. Together, we can drive corporate success and deliver value to patients effectively.
❓If you’re asking yourself why I’m sharing this success story, it’s because I still encounter many companies that aren’t leveraging the IBVT approach. Is it a lack of understanding about everything commercial teams contribute? Concerns about funding? Or perhaps, its bringing on and additional FTE?
📢If you have thoughts on this, please leave a comment below!
If you’re curious to learn more about this game-changing model, feel free to send me a direct message or email at info@illuminationstrategy.com.
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