PlanMeasureCreate

Start the strategy
with something other than a blank slide.

Strategic Planner is the workbench where audience data, journey thinking and brand knowledge come together. You walk out with positioning territories, message maps and activation briefs, built on sources you can point at.

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5 Steps from audience to brief
3 Artifacts you leave with
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In plain terms

From what you know to what you'll do.

Strategic Planner turns audience data, journey thinking and brand knowledge into positioning, messaging and briefs you can hand to a creative team.

01 The inputs arrive in twelve different decks

Research here, claims there, a journey map in someone's slides. Turning that pile into a strategy is a week of assembling before a single decision gets made.

02 Strategic Planner puts them in one workflow

Audience, journey, behavior, opportunity and activation live in one guided sequence, grounded in the brand's own approved sources.

03 You find where behavior can actually change

The workbench surfaces the growth moments where strategy, messaging or content can move what a patient or HCP does next.

04 You leave with the artifacts, not the homework

Positioning territories, message maps and activation briefs come out the other side, ready for the creative team.

See it in action

Watch audience inputs become an activation brief

Demo video · coming soon
Commercials

How it's offered

Strategic Planner is the connective workbench inside Marcel: the place strategy gets made before it gets built.

01

The workbench where planning starts

Every input is grounded in the brand's approved sources, so the strategy that comes out can be traced back to what it was built on.

Audience strategy Brand planning Message mapping Creative briefing
02

Everyone plans in the same language

Brand strategy Engagement strategy Analytics Medical strategy Cross-functional planning

Strategy, data, creative, medical and media usually each define the audience their own way. Here they build on one shared frame.

03

What you need to bring

  • The planning question: patient, HCP, brand and market inputs
  • Your approved brand sources, so the output stays grounded
How it works

From audience to activation

01
Start with audience
Bring in the patient, HCP, brand and market inputs that define the question.
02
Map the journey
Connect the audience to journey stages, barriers, drivers and the behaviors you want.
03
Find opportunities
Spot the growth moments where messaging or intervention can change behavior.
04
Build strategy
Turn them into positioning territories, message maps and activation briefs.
05
Feed the ecosystem
Pass the grounded direction into Journey Simulator, Purple Pen or Brand Cockpit.
Capabilities

It profiles the audience, reads the behavior, and finds the growth moment.

01

Audience profile development

Structured patient and HCP views built for planning, not for a research readout.

02

Journey and behavior analysis

Where the audience stalls, what drives them, and which behavior you are actually trying to move.

03

Growth opportunity identification

The moments where strategy, messaging, content or intervention can change what happens next.

The output

What you hand to the team

Strategy-ready artifacts, not a deck of findings someone still has to translate.

Positioning territoriesWhere the brand can credibly stand, and why
Message mapsWhat to say to whom, mapped to the behavior you want
Activation briefsDirection a creative team can build from
Use cases

Built for the week before the plan is due

01

Audience strategy

Build a structured patient or HCP view that planning can actually stand on.

02

Brand planning

Move from a pile of research inputs to a clear growth strategy.

03

Message mapping

Turn audience and behavioral insight into a message framework.

04

Creative briefing

Give the creative team sharper territory and activation direction.

Now

Today, Strategic Planner connects audience, journey, behavior and activation in one workflow.

Next

Next, its strategy flows straight into Journey Simulator, Purple Pen and Brand Cockpit.

The payoff

So the week you spent assembling inputs goes into making the decision instead.

Vision & roadmap

The full picture.

Now

The planning workbench

Audience, journey, behavior, growth opportunity and activation logic connected in one guided workflow, grounded in the brand's approved sources.

Live today
Next

Wired into the ecosystem

Grounded strategy passes straight into Journey Simulator, Purple Pen, Brand Cockpit and AI Creative Studio.

In build
Later

Traceable back to the source

Every strategic call shows the audience data and brand knowledge it was built on.

On the roadmap
Later

Open to every planning team

From guided engagements to a workbench any brand team can run themselves.

On the roadmap
Implementation timeline
NowLive today
NextIn build
LaterOn the roadmap

Full milestone dates confirming with the product team.

What changes

Start with the question, not a blank slide.

The inputs are already connected when you sit down. The time you used to spend assembling them goes into the decision instead.

FAQ

Questions, answered

What does it produce?
Audience profiles, journey and behavior analysis, positioning territories, message maps, and activation-ready briefs.
How is this different from a research deck?
A deck reports findings. Strategic Planner sequences the planning work and keeps every output connected to the brand knowledge and source material it came from.
Does it replace strategists?
No. It organizes the inputs, surfaces the opportunities and produces drafts. The judgment about which one is right stays with the strategist.
Where does it sit?
It is the planning workbench inside Marcel. Strategy made here feeds the products that act on it: Journey Simulator, Purple Pen, Brand Cockpit and AI Creative Studio.
What keeps the output grounded?
Every input is tied to governed brand sources, so a positioning territory or message map can be traced back to what it was built on.
Resources

Take it into the room

User guide
How to get started, use Maestro, manage knowledge and work across projects.
Download · DOCX
App tour
A walkthrough of Strategic Planner navigation and features, including the HCP Planner tour.
Download · DOCX
Get started

Build a stronger strategy from what you already know.

Bring one planning question and we will run it through the workbench with you. You leave with the territories, the message map and the brief.

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Contact

Questions about Strategic Planner?

ISG
[NEEDS INPUT: named contact]
Product owner · Strategic Planner
Contact pending