Introduction
Struggling portfolio? There’s a proven way to fix it.
In the pharma industry, managing a portfolio of products is no easy task. Sometimes, no matter how much effort you put into marketing and strategy, a portfolio just doesn’t perform the way you expect. The reasons vary—branding issues, ineffective communication, poor field execution, or operational missteps.
But here’s the good news: The Portfolio Masters (TPM) is a program specifically designed to help you turn around underperforming portfolios. Through a mix of intensive workshops and personalized coaching, TPM gives you the tools you need to breathe new life into your products and position them for success.
Why Pharma Portfolios Underperform
There are many reasons why a pharma portfolio may fall short of expectations. In some cases, the problem lies in poor brand positioning or lack of differentiation in the market. Other times, there are internal issues—misaligned teams, operational bottlenecks, or weak execution in the field.
Pharma companies often try to solve these problems in-house, but without a structured approach and limited disposable time, it’s hard to get to the root of the issue. This can lead to wasted time, money, and resources. What’s needed is a clear plan, actionable insights, and a strategy that works across departments.
Example: A portfolio of cardio-vascular (CV) medications might be struggling because the marketing team hasn’t effectively communicated the product’s benefits to healthcare professionals. At the same time, the sales team might be failing to execute a field strategy that emphasizes those benefits. The result? A product with unrealized potential.
This is where TPM comes in. TPM doesn’t just address one aspect of the problem—it offers a holistic approach that tackles branding, execution, and operational efficiency all at once.
Revitalize Your Pharma Portfolio with Strategic, Hands-On Training
The Portfolio Masters (TPM) is a 6-12 month program designed to diagnose, address, and resolve the key issues holding back your portfolio. It provides intensive, hands-on training that guides teams through a strategic overhaul of their product portfolio.
What does TPM involve?
- Workshops Tailored to Your Portfolio: TPM kicks off with a deep dive into your current portfolio challenges. From there, targeted workshops are developed to address the specific issues, whether it’s improving your brand’s positioning, refining communication strategies, or solving execution problems in the field.
- 1:1 Brand Coaching: TPM doesn’t stop at workshops. Participants receive personalized brand coaching to help them apply the lessons they’ve learned. This ensures that each member of your team can work through their specific challenges and make actionable improvements.
- Portfolio Mapping and Strategy Development: One of the program’s strengths is its focus on mapping out where your portfolio currently stands and creating a clear roadmap for future growth. You’ll leave the program with a detailed strategy to improve performance over the next 6-18 months.
Example: Let’s say your company is struggling with a portfolio of oncology products. During the workshops, TPM’s experts may identify that the root of the problem lies in poor market segmentation. With personalized coaching and a revamped marketing strategy, you’ll be able to reposition the product and boost its visibility and sales performance.
TPM Helps You Tackle Branding, Execution, and More
The Portfolio Masters (TPM) is designed to help you at every level of portfolio management. Whether you’re dealing with a misaligned marketing message, ineffective field execution, or operational challenges, TPM equips you with the skills and strategies to fix it.
Key outcomes of TPM:
- Branding and Market Positioning: TPM helps you refine your brand’s message so that it resonates with healthcare professionals and patients alike. You’ll learn how to differentiate your products and carve out a niche in a crowded market.
- Improved Execution: TPM isn’t just about high-level strategy—it’s about making sure your field teams can execute that strategy effectively. Workshops focus on aligning marketing and sales efforts to ensure everyone is working toward the same goals.
- Operational Efficiency: By examining the operational side of your portfolio, TPM helps you identify bottlenecks that may be slowing down progress. The program offers solutions to streamline processes and improve collaboration between teams.
Example: A company might find that its operational inefficiencies are delaying product launches. Through TPM, they’ll not only address these delays but also create a faster, more streamlined process that allows them to bring products to market more quickly.
Managing a pharma portfolio comes with its fair share of challenges. From branding issues to execution problems, there are many ways a product can underperform. But with The Portfolio Masters (TPM), you don’t have to go it alone.
TPM offers a structured, hands-on approach to diagnosing and resolving portfolio issues. Whether you need to improve your brand positioning, enhance execution, or streamline operations, TPM provides the tools, coaching, and strategies to revitalize your portfolio and boost performance.
Are you ready to take your pharma portfolio to the next level?
FAQs:
- What is The Portfolio Masters (TPM)?
TPM is a 6-12 month program designed to help pharma companies turn around underperforming product portfolios through targeted workshops and personalized coaching. - Who should join TPM?
TPM is ideal for Pharma Marketing and Sales teams managing portfolios that are not reaching their full potential. It’s also suited for leadership teams looking to revitalize their business strategy. - How does TPM work?
TPM combines intensive workshops with 1:1 brand coaching. The program helps companies diagnose portfolio challenges and implement strategies for improvement, focusing on areas like branding, execution, and operational efficiency. - What will I gain from TPM?
Participants will develop advanced skills in portfolio management, including how to improve brand positioning, streamline execution, and tackle operational bottlenecks. TPM ensures a more aligned and effective approach to managing a pharma portfolio. - Is TPM only for underperforming portfolios?
While TPM is ideal for portfolios that are struggling, it’s also useful for companies looking to enhance already successful portfolios. The program offers strategic insights that can help any portfolio grow and thrive.