Transformation of Brand Planning to Embrace Future Uncertainties: A Pharmaceutical Company’s Voyage

The North American affiliate of a major, international pharmaceutical firm faced major change from increased market uncertainty with the Affordable Care Act to increasing competition. The case examines how the marketing department utilized the tool of scenario planning to help senior leadership move from short-term tactics to a discussion of future challenges and alternatives. Out of these discussions came future guidelines that enabled the brand teams to search creatively for new growth opportunities.