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How to optimize Mature Brand Performance?

The objective of this position paper is to help Pharma Companies optimize the performance of their Mature Brands by addressing the following key questions:

- What is the full potential of their mature brands, taking into account the changes in their market environment?

- What is their level of sensibility to promotional investment?

- What promotional activities (conventional and/or digital) should be implemented?

- Which organizational model would be the most efficient (internal, external, hybrid)?