The Cape Marketing & Consulting Company Ltd

BUILDING BRANDS | BUILDING BRAND TEAMS | BUILDING SOMETHING UNIQUE

We are a specialist marketing consultancy formed in 2008 and based in Surrey, with a focus on building pharmaceutical brands and developing brand teams.

Our Philosophy

We formed The Cape Marketing and Consulting Company to create an organisation where we could feel free again, empowered, allowed to think differently about the challenges that our clients face.

We are building something unique, a firm where our organisational culture encourages our people to always ask “why?”, to change the current paradigm, to stretch our imagination and challenge the way we think and work.

Crucially, we strive to always deliver truly useful and practical solutions to the challenges our customers face.

Our Values

“The Cape Marketing and Consulting Company was formed to create an organisation where we could feel free again, empowered, allowed to think differently about the challenges that our clients face”.

TEAMWORK IS THE CORE OF OUR SUCCESS

ALWAYS CHALLENGE THE PARADIGM

EVERYBODY HAS TO WIN

INTEGRITY IN EVERYTHING WE DO

SOLUTIONS HAVE TO BE PRAGMATIC AND USEFUL

What we do…

“Crucially, we want to deliver useful and practical solutions to the challenges that our customers face”.

MARKETING CONSULTING

Marketing and brand consulting forms the core of our business. We consult on all elements of marketing, from undertaking brand assessments to guiding our clients on their marketing structure, strategy and building their brand plans.

LAUNCH EXCELLENCE

Our consultants have worked on some of the biggest launches in the pharmaceutical marketplace and bring extensive experience to the table, helping you maximise your chances of a successful launch.

SKILLS
DEVELOPMENT

We offer tailored development programmes for marketers at all levels, from formal course-based training programmes to coaching and mentoring individual marketing team members.

BESPOKE WORKSHOPS

Over the years we have developed and delivered a diverse range of workshops for a variety of clients around the globe. These include developing team vision and values, operations planning and team effectiveness workshops.

Building something unique…

“Strategy is about being different – do different things, or do the same things differently” (Michael Porter)

MARKETING CONSULTING

Marketing and brand consulting forms the core of our business. We consult on all elements of brand marketing, from undertaking brand assessments to guiding our clients on their marketing structure, strategy and building their brand plans.

The Cape also helps our clients to build truly integrated multichannel marketing plans by combining our extensive insight, expertise and experience in both traditional and digital channel management to maximise our clients’ return on investment.

  • Assessment of Brand Strategy & Tactics
  • Assessment of Brand Team Structure & Capabilities
  • Strategy Development
  • Building Brands
  • Brand Planning
  • Developing Multi-Channel Marketing Plans

Building something unique…

“You only get one chance to launch a product – make sure you get it right the first time” (Andrew Wilmot)

LAUNCH EXCELLENCE

With fewer blockbuster drugs being launched and the development costs of a drug now reaching around $2.5billion in direct and indirect costs, companies need to recoup their investment as quickly as possible. Launches are therefore a critical time in the product lifecycle… and it is extremely difficult to change the launch trajectory if you get it wrong.

Our consultants at The Cape have worked on some of the most exciting launches in the pharmaceutical marketplace and bring extensive experience to the table, helping you maximise your chances of a successful launch. Whether you need help with your strategy, position and messaging or even how best to structure your launch team, we have the expertise and experience to help you. In fact, we can even project manage the launch for you, helping to keep you on track and within budget.

• Launch Strategy
• Market Activation
• Product Positioning & Messaging
• Brand Team & Business Unit Structuring
• Brand Development
• Launch Planning & Project Management

Building something unique…

“The key to greatness is to look for people’s potential and spend time developing it” (Peter Drucker)

DEVELOPING BRAND TEAMS

One of the most interesting transitions within the pharmaceutical industry is when someone is promoted into the marketing team. In almost every other role there would be a significant amount of formal training provided to enable them to do their jobs efficiently and effectively. This is seldom the case in marketing. Marketers are expected to learn on the job – a sink or swim approach, often in the absence of any formal marketing considerations.

At The Cape, we believe that there is a better way. We offer tailored development programmes for marketers at all levels. Whether it is a formal course-based introduction to the fundamentals of brand management, developing launch excellence and strategic marketing expertise, or simply coaching and mentoring individual marketing team members, our highly experienced consultants can help you.

• Introduction to Consumer Psychology
• Brand Planning Courses
• Marketing Fundamentals Courses
• Launch Excellence Courses
• Strategic Marketing Courses
• Individual Mentoring & Executive Coaching
• Psychometric Evaluation

Building something unique…

“A team is not a group of people who work together. A team is a group of people who trust each other” (Simon Sinek)

BESPOKE WORKSHOPS

One of the activities that we particularly enjoy doing is building bespoke workshops for our clients. One of the biggest advantages of these workshops is that you, the client, are reassured that the content will meet the unique needs of your organisation and the challenges that it faces.

Over the years we have developed and delivered a diverse range of workshops for a variety of clients around the globe. These include:

• Clinician Workshops
• Developing Operations & Brand Plans
• Developing Brand Vision & Values
• Team Effectiveness Workshops
• Building Brands
• Building an Innovative Organisation
• Developing Brand Strategy

Our People

We firmly believe in the power of teams, in fact we believe it so strongly that teamwork forms one of our core values as an organisation. Each of our consultants has a minimum of 15 to 20 years of hands-on experience within their fields, and our unique virtual structure allows us to mesh these multiple viewpoints to produce an end result that is both different and powerful.

ANDREW
WILMOT

(HonsBCom, MBA, FCMI)

Director 
Marketing & Strategy

VANESSA
WILMOT

(MBA, FCMI)

Director
Transformation & People

STEVE
MARRINER

(HonsBCom, MBA, CGMA)

Director
Special Projects

TALIA
BEZALELY

(MD, MBA)

Registered Final
Medical Signatory

Our Consulting Process

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DISCOVER

We conduct a thorough internal and external analysis of the business challenge faced by your team, including primary and secondary research as required.  This allows us to develop a through understanding of the environment within which you operate and how we can best help you solve your challenges.

DESIGN

In this phase we consolidate the insights from the Discovery phase and combine them with our expertise to design a solution that we feel best meets the demands of the challenge and the environment within which you operate.

DELIVER

Delivery is about enacting the solution we have designed in the previous phase.  This will typically involve detailed project planning and management, working closely with all stakeholders, to ensure that your solution is embedded in the most efficient and effective manner.

DEBRIEF

At the end of every project it is essential to take stock and reflect on the project; we call this phase Debrief.  Taking the time to debrief consultants and clients ensures continuous learning, both at an agency level and at a client level.

Case Study

Pan-EU Adherence & Persistence Programme

SITUATION

Low levels of adherence to glaucoma therapy is endemic across all EU markets

OBJECTIVE

Increase persistence and adherence to glaucoma therapy across the EU & CEER

DISCOVERY

Researched the psychology of adherence, evaluated commonalities between markets and explored potential solutions

DESIGN

Developed a multichannel support programme centred on improving the clinician’s ability to coach patients

DELIVERY

Centralised kick-off using a train-the- trainer process with selected clinicians from each country who then rolled the programme out within country

DEBRIEF

Programme very well received with very positive feedback from clients

Case Study

Improving Account Planning Skills

SITUATION

A client was concerned about the quality and robustness of the account plans being submitted by their field force

OBJECTIVE

Improve the quality of the account plans being developed by the field teams

DISCOVERY

Conversations and interviews with the client’s field management team and key account managers

DESIGN

Developed an interactive introductory course on analysis, strategy and tactical planning for the field teams

DELIVERY

Ran a series of tailored workshops with each of the field teams around the country

DEBRIEF

Initial feedback extremely positive but final debrief with management team still to happen

Case Study

Organisational Transformation

SITUATION

Traditional operating model failed to support the adoption of new technology

OBJECTIVE

Develop a future-proofed operating model and organisational design

DISCOVERY

Reviewed current organisational design, operating models and customer interfaces

DESIGN

Worked with the country leadership team to define a new design and operating model. Proposed a flatter, integrated structure & removed a layer of management

DELIVERY

Provided full change management support to the country leadership team

DEBRIEF

Feedback from the management team was extremely positive, with significant cash savings resulting from the restructure

Case Study

Developing a New Brand Planning Process

SITUATION

A client was concerned about the quality and robustness of the brand plans being submitted by their marketing team

OBJECTIVE

Improve the quality and focus of the brand plans being developed by the marketing team

DISCOVERY

Conducted a thorough review and assessment of the current brand plans and brand planning process

DESIGN

Developed a new three stage brand planning process covering environmental analysis, strategy and tactical planning for the brand team.

DELIVERY

Facilitated a series of tailored workshops with the brand team, simultaneously teaching them how to build effective brand plans and helping them do it at the same time

DEBRIEF

Feedback was extremely positive and The Cape was retained to facilitate the workshops again the next year

Case Study

Compliance Culture Change Project

SITUATION

Client found in breach of the Code of Practice on a number of causes, including Clause 2

OBJECTIVE

To update policies, procedures, compliance training and change the compliance culture

DISCOVERY

Root cause analysis conducted across the organisation. Retained a 3rd party consultancy to conduct a compliance culture survey across the affiliate

DESIGN

Developed a full project plan for the client in partnership with the country leadership and compliance teams

DELIVERY

Provided full project management support to the business and developed a digital planning and prioritisation tool for the business

DEBRIEF

Feedback from the management team was extremely positive with significant culture change demonstrated by repeating the compliance culture survey after 18 months

Case Study

Launch Excellence

SITUATION

Requested by a client to provide consulting input and interim management support for a launch into a new disease area

OBJECTIVE

Successfully launch the brand within 8 months

DISCOVERY

Conducted a full internal and external analysis on company capabilities, competitive arena, disease area, drug and customer groups

DESIGN

Developed a full integrated brand launch plan for the client, working with the internal cross-functional team and above country stakeholders

DELIVERY

Developed and delivered a full launch package for the client, including branding, messaging, materials and digital elements. All elements were tested via market research before being finalised

DEBRIEF

Feedback from the both the above country and in-country teams was extremely positive, with the launch being seen as a benchmark within Europe

Case Study

Development & Coaching

SITUATION

Requested by a client to help develop and train a new high potential marketer who had been promoted into the marketing team

OBJECTIVE

To build the team member’s marketing skillset and develop their general management capabilities

DISCOVERY

Conducted an informal needs analysis with both the brand manager and business unit director

DESIGN

Developed a skills development, 
coaching and mentoring plan for the client

DELIVERY

Combined formal skills development training and workshops with journal club sessions, mentoring and formal coaching

DEBRIEF

Feedback from both the client and the business unit director was very positive with a significant increase in practical marketing expertise seen early in the process

Case Study

Pan-EU Alternative Promotional Models Project

SITUATION

A client was in the process of reviewing all promotional channels used across EU5, Russia and Turkey, including field force, to maximise the efficiency of their current promotional model

OBJECTIVE

To build a thorough understanding of the relative effectiveness of each promotional channel, given the customer group and propose a practical alternative

DISCOVERY

A combination of primary and secondary research with regional and country brand teams and customers to establish channel usage, preferences and their relative effectiveness

DESIGN

Full project plan including third party primary research expertise, face to face interviews, workshops, secondary research on channel effectiveness and a thorough review of brand team structures

DELIVERY

The project was cancelled during the Discovery phase as the division was deprioritised

DEBRIEF

Feedback from the client was extremely positive about The Cape’s proposals, insights and stakeholder engagement, stating that they would happily engage The Cape without hesitation in the future

Case Study

Pan-EU Medical Education Programme

SITUATION

A product team for a late lifecycle market leading product wanted to reinforce the profile of their product

OBJECTIVE

To deliver a fully integrated medical education programme across all EU markets

DISCOVERY

Reviewed current med education plans across the region, interviewed the key opinion leaders across the area and built a strategy canvas of all competitor initiatives

DESIGN

Established a KOL-led steering group and worked closely with the country teams to build a world class meetings programme. A series of three meetings was proposed, with plans to leverage all content put in place.

DELIVERY

Project managed the programme for the client. All three international meetings were delivered. All agendas were build in conjunction with the KOL steering group and all content was leveraged and re-used to support digital initiatives.

DEBRIEF

Feedback from the delegates and the client were extremely positive. An average of 350 delegates from 16 countries attended each meeting.

Contact Us

Tel: +44 (0) 203 287 1044

Email: info@thecmcc.com

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Registered address: 195a Kenton Road, Kenton, Middlesex HA3 0HD, United Kingdom