1. Strategy speaks vision; the field speaks execution
Strategy starts with the why. The field needs to know what to do next. Every strategy should answer 3 simple questions: What’s in it for the salesperson? What’s in it for the doctor or pharmacist? What’s in it for the patient?
If those answers aren’t clear, the execution slows down.
2. Strategy speaks long term; the field speaks today
Strategy is built for years. The field delivers month by month, quarter by quarter. If the long-term vision isn’t translated into measurables objectives key results, it stays a PowerPoint — not a business outcome.
3. Strategy is global; the field is local
A strong brand has one identity. But every market has its own reality — its own doctors, its own habits, its own culture. If the strategy can’t be localised, the field will not follow it.