“ honest when assessing the probability of your success ”
To Make a Big Behavioral Change in Your Market
The most beneficial way to make sure you use your time and resources to the best advantage is to analyze and evaluate the pathway providing the most advantage for the least effort and cost.
Because you’ve taken the time to analyze the market , you’ve revealed a multitude of opportunities for impressing the value of your brand on the physician or the patient. These opportunities are not equal, and some will very clearly offer a greater degree of success than others. Now is the time to closely study the opportunities you’ve discovered and come to a resolution about which of them are likely to provide the most significant success.
First - Assess the attractiveness of these opportunities
Some of them represent commercial value while others provide the advantage of strategic importance. Part of your selection process is deciding whether an opportunity has more value for you and your brand commercially, or in marketplace positioning.
Second - Always be honest when assessing the probability of your success to capture these opportunities
Avoid being either overly optimistic or pessimistic. Train yourself to see an opportunity as clearly as possible so when you present your plan to the high level executives of your company, you express what you truly believe are realistic outcomes. It’s not worth risking your professional reputation on extreme results which will never manifest. Because you want to be a well-regarded leader in your profession, your expectations must be secured with careful scrutiny and immaculate reasoning. As you assess the probability of your plan’s accomplishments, consider the drivers and the barriers to change that lie ahead; closely regard the dedication of your resources so they are well-appointed to the results you expect, and then select the competitive strategy that best serves the desired outcomes for your company.
When you do, you will also achieve the desired outcomes you wish for your own professional success, and the enhancement of your leadership standing in Big Pharma!
