Albert Einstein, when asked why an exam had not been changed from the prior year, he replied, “The questions may be the same, but the answers are different.”

Advancing Tactical Planning™ (ATP) focuses on implementation of the plan in a highly dynamic pharmaceutical marketplace, continuing from where most marketing and planning programs stop. Customer access is increasingly difficult for the sales force all over the globe. Ironically, even as sales forces are reduced, the pressure has never been greater to communicate with customers and build share of voice cost-effectively. Embracing new technologies, while being done extensively in less regulated industries, remains a challenge for most pharmaceutical companies. Pulling all these challenges together into a cohesive whole, aligned to brand strategy, is the main outcome of ATP.