The Workshop

Integrating competitive intelligence (and war gaming) into brand team and R&D decision making

Thursday, March 5, 2009

Dr. Wayne Rosenkrans
VP Strategic Consulting
Fuld & Company

About the workshop

This workshop is for those with CI responsibilities in the pharmaceutical and biotech industry who want to learn more about improving the integration of intelligence into brand team decision making. The agenda will be a mixture of presentation and facilitated discussion to discuss amongst other topics; how to fuel the competitive intelligence cycle with inputs that are both relevant and timely to your target audience as well as providing practical examples of how others have embedded competitive intelligence into the strategic decision making process.

Delegate registration and coffee

Session 1: Moving from 'interesting' intelligence to actionable intelligence – what is actionable?

• Discussing the key differences between ‘interesting’ and 'actionable' intelligence
• The best intelligence is worthless if it doesn’t promote any action

Session 2: The compound life cycle and CI

• Discussing the stages of a compound and exploring what these changing issues are and how to use them to fuel the CI efforts to assist decision making

Morning refreshments

Session 3: CI integration - lessons and common pitfalls

• Practical examples of how others have embedded competitive intelligence into the decision making process through understanding corporate culture and linking CI to how decisions are actually made inside the organisation

Session 4: Developing a world class CI capability - a model for development

• A proprietary model for development of CI
• Discussing the stages of developing a world class CI capability
• The practical steps to sustain the integration of intelligence into decision making

Session 5: Questions and answers

Close of workshop