AbbVie - 2023 Brand Planning

02/21/22

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Anchor 0 - A Patient Journey

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Anchor 1 - Market Opportunity

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Anchor 2 - Market Value Drivers

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Anchor 3 - Relative Competitive Assessment

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Anchor 4  - Integrated Positioning and Strategic Imperatives

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Anchor 5  - Scientific Platform and Brand Story

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Anchor 6  - Gap Assessment and Integrated Evidence Planning

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Anchor 7  - Integrated Communication Planning

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