How do I define Product Plans and Strategies?

Estimated Time: ~ 5 minutes

While the Account Plan defines the overall relationship with the account, Product Plans serve as a roadmap for individual products or brands, ensuring the marketing vision aligns with field execution.

A Product Plan outlines exactly what needs to be achieved for a specific drug or device and how the team should position it. For example, Verteo Biopharma wants to define a plan for promoting Cholecap’s efficacy for treating hypertension across all of their accounts. They create a Product Plan to guide the team.

Creating a Product Plan

To create a product plan for promoting Cholecap:

  1. Select the Product Plans tab.

  2. Select the Create button.

  3. Enter a Product Plan Name (2025 Cholecap Strategy).

  4. Select Cholecap in the Product field.

  5. Select Save.

Defining Strategies and Tactics

Just like the main Account Plan, Product Plans use a hierarchy to organize goals. Once your Product Plan is saved, you can drill down to add:

  • Product Strategies - The high-level approach for the product (for example, Establish Cholecap as the standard of care for first-line treatment)
  • Product Tactics - The specific actions or messaging points required to execute the strategy (for example, share Cholecap efficacy studies with accounts)

Applying a Product Plan to an Account Plan

KAMs can use the Apply Product Plan feature to apply specific product tactics to an account plan, which become objectives on the account plan. For more information, see Applying a Product Plan to an Account Plan.

Connection to the Field

The value of a Product Plan is realized during interactions. Strategies and Tactics defined here can be linked directly to Call Discussions and Medical Discussions on the Call Report. When a team member records a call, they can select the specific Product Strategy or Tactic they discussed. This closes the loop, allowing you to verify that the field team is delivering the right message for the right product.