Center of Gravity

Power Shift

Center of gravity is a strategy planning concept. It is used to understand the focal point for overall competitive capability. A center of gravity is the factor of balance that holds the physical and psychological pieces of an entire system together, and gives it direction.

The center of gravity for marketing activity in the pharmaceutical industry is the features and benefits of drugs. Markets are studied, forecasts made, operational capabilities aligned, science generated, customers segmented, and vendors deployed based on a default assumption: success relies on optimizing promotion of technical attributes. The problem is, that for all but the most differentiated and creative of companies, competitive convergence is the reality. For many classes of drugs, product performance is either identical or incidental as a business driver. These pharmaceuticals are viewed by the marketplace as a commodity input to electronic treatment algorithms. The organizational mismatch between drug companies and the operating environment occurs when brand teams try to fight this headwind with even more promotion of product claims.

Opportunity space to increase your marketing competitiveness will come from shifting this center of gravity, so that new power is created from a new system.

To learn more, click here to request our 'Design Concept for a Marketing Ecosystem'


	Power Shift Center of gravity is a strategy planning concept. It is used to understand the focal point for overall competitive capability. A center of gravity is the factor of balance that holds the physical and psychological pieces of an entire system together, and gives it direction. The center of gravity for marketing activity in the pharmaceutical industry is the features and benefits of drugs. Markets are studied, forecasts made, operational capabilities aligned, science generated, customers segmented, and vendors deployed based on a default assumption: success relies on optimizing promotion of technical attributes. The problem is, that for all but the most differentiated and creative of companies, competitive convergence is the reality. For many classes of drugs, product performance is either identical or incidental as a business driver. These pharmaceuticals are viewed by the marketplace as a commodity input to electronic treatment algorithms. The organizational mismatch between drug companies and the operating environment occurs when brand teams try to fight this headwind with even more promotion of product claims. Opportunity space to increase your marketing competitiveness will come from shifting this center of gravity, so that new power is created from a new system. To learn more, click here to request our 'Design Concept for a Marketing Ecosystem'