Our Competitive Intelligence consulting team has been busy recently. Fresh from presenting at Pharma CI, Kelly Chamberlain led our latest webinar, “Mind the Gap: Supporting Cross-Functional Teams with Corporate Level CI”. She was joined by Paul D’Souza and Amanda Micklus and Paul is straight off to Pharma Cimicon in Berlin to share his wisdom with that audience.

If you’ve missed this whirlwind CI tour, don’t worry, the webinar is now available on demand. If you’re short on time, here are three key takeaways from the discussion.

1. Corporate-level peer analysis fills a critical gap
   Most pharma CI teams focus their efforts at the indication or therapeutic area level, tracking granular details like clinical trial progress and brand-specific competition. This is very valuable but it ignores the macro trends, market dynamics, and strategic decisions that shape the entire organization. The panel highlighted how this “top-down” approach complements traditional CI, empowering leaders to make smarter, more contextualized decisions.
2.  Peer analysis is hard
   Why is peer analysis is frequently overlooked? In part, because it’s difficult. It’s not always clear who should own it, it’s resource-intensive, and it can fall between the cracks of siloed teams. Our team shared practical advice for addressing these challenges, from building the business case with real “missed opportunity” scenarios to finding internal advocates. It’s important to be proactive – don’t wait for an intelligence gap to negatively impact decision making.
3. Effective peer analysis goes beyond monitoring competitors
   Peer analysis identifies emerging themes from earnings calls, spotting innovation leaders, and mapping commercial performance. The panel emphasized the importance of a dedicated workstream for trend analysis, which not only supports cross-functional business leaders but also alleviates pressure on indication-level CI teams. By aligning on KPIs and evolving the methodology, organizations can ensure they’re capturing the big picture and staying ahead of market disruption

There was much more covered in the discussion so I recommend you check out on the on-demand session when you can. You can find it here.

If you’re looking to build a more robust competitive intelligence function to support strategic decision making, there’s lots in this webinar to dig into. And if you have any questions or are facing specific challenges in your competitive intelligence activities, our CI consultants can support all aspects of your CI activity, backed by commercial, clinical and pricing data from across Norstella. You can get in touch here.