Contributes to Brand Building “operational

effectiveness”

Existing Opportunities New indications

sources of business and customer opportunities

1 2

Brand Team

SFE Team

Brand Planning

Segmentation & Targeting

Feedback on the final segments

3

Commercial Team

BusinessPlanning

Territory/Area/Region Action Planning

Delivers profiles and KPIs ambitions by territory

4

Monitoring of KPIs, Execution and impact

5

Delivers marketing mix, tactical plans &

resources

6

Sources of Business Framework based oncustomer typology and patient typology

Evaluate existing High opportunity “X” with Super Specialist…New indication for Specialist in “Y” as Medium opportunities

Customer segmentsFramework based onpotential and adoption

Segmentation & Targeting aligned to Integrated Brand Planning Framework