Part 7: How Do You Manage Risk and Uncertainty In Your Brand Plan?
Authored by Stephanie Hall, CEO and Founder, Uptake Strategies for the PME Pharma Brand Planners’ Blog
In this article, Stephanie explores the best techniques for identifying, managing, and monitoring risks within your brand or franchise plan.
Stephanie noted that in our industry, we often acknowledge the changing external healthcare system environment, pricing / access, and competitive and corporate environments. However, brands are built with only one set of assumptions and one scenario for the future articulated and quantified.
Stephanie defines risk as a ‘future uncertain outcome, usually with a negative impact on the brand / organisation, that can be quantified’. Stephanie continues by providing a nice, structured method for identifying risks.
