Ensuring Profitable Return-on-Investment (ROI) in Pharmaceutical Marketing: Using Analytics & Metrics to Improve the Bottom Line

Transcription

1 Brochure More information from Ensuring Profitable Return-on-Investment (ROI) in Pharmaceutical Marketing: Using Analytics & Metrics to Improve the Bottom Line Description: This report explains the different methods being used such as ROI, promotional response models, econometrics and predictive algorithms and the pros and cons of the different approaches. There are stepby-step guidelines on successfully implementing these approaches for real and measurable results and numerous case studies of actual Pharma brands who have successfully navigated these waters. Consideration is given to what they did to measure and improve - and prove - bottom line return. The Pharmaceutical environment is turbulent and, as a result, what used to work to create industry-wide growth of 20% no longer does. The profit generated from brands is in decline as market growth slows in the major Pharmaceutical markets and this inevitably leads to marketing budget cuts. The only way for a brand to grow effectively - and cost-effectively - is to improve the bottom line effectiveness of each marketing spend. Pharmaceutical marketers are under even more pressure to get more bang for their buck from their marketing spend and be able to justify it. This in-depth report answers the questions that Pharmaceutical marketing directors are asking: - How do we successfully measure our individual marketing activities bottom line return, and prove it to the CFO? - How do we prove exactly which marketing components are really growing our bottom line? - How do we know what aspects need to be changed, and how, to grow the bottom line by a specific amount? The report will help Pharmaceutical marketers navigate and understand marketing analytics and develop skills to harness competitive advantage. This report will focus on: - The practical skills every marketer needs for measuring the effectiveness of their marketing - Which tools and best practices really make a difference? - The measurement principles that drive successful marketing measurement. - How to propel strategy, growth, and bottom line return? - Case studies in measurement of sales force return, edetailing return, compliance/adherence programs. - CME speaker programs, advertising campaigns, PR campaigns, CRM implementation return, and much more. Key points of relevance in these case studies: New ideas you can apply to your area of marketing responsibility be it sales force, advertising, edetailing, CME, CRM, PR or any other related field.

2 Contents: Overview Section 1: The Need for Marketing Measurement 1.1 Why Accountants Despair on Marketing and Impose Budget Cuts - This Means Budget Cuts 1.2 What Does Marketing Measurement Provide? - Will Measurement Change Spending? - Will Measurement Change Growth? - Will Measurement Change How Management Feel About the Marketing Team? - What Can be Measured? Section 2: Basic Marketing Return Measurement Principles 2.1 Quick History of Return-On-Investment (ROI) 2.2 Differences Between ROI in Marketing and Finance 2.3 Financial Facts and Fallacies When Measuring Marketing ROI 2.4 Challenges of Applying the ROI Formula 2.5 Where ROI Goes Wrong 2.6 ROI Formula Key Limitations 2.7 Reasons Pharma Marketing ROI Calculations Fail and How to Avoid them 2.8 Concerns with Using ROI Formulas for Guiding Marketing Decisions - Boost Marketing Budget Return, Not Top Line Profit and Brand Value - Assess Only What is Easily Measurable - Optimize Specific Individual Marketing Activities - Analysis Of Historical Data In A Constantly Changing Environment 2.9 Summary Of ROI Section 3: Specific Pharmaceutical Industry Challenges that Affect the Measurement of Marketing 3.1 Declining Growth 3.2 Empty Pipelines 3.3 Customer Alienation - Public Image and Perception - Price 3.4 Tightening Budgets 3.5 Investor Returns 3.6 More Competition - Increased Number Of Competitors - Legally Aggressive Competitors 3.7 Impact On Marketing Section 4: Metrics Progression: From Activity Tracking to State-Of-the-Art Analytics 4.1 Activity Tracking - Case Study 1: Asacol Website (US) - Case Study 2: Iphysiciannet Edetailing Study (US) 4.2 Campaign Measurers 4.3a Marketing Mix Analytics Using Historical Data 4.3b Marketing Mix Analytics Using Analogue Data 4.4 Internal Marketing Database Tracking Combined With Analytics 4.5 Predictive Analytics Using Validated Current Market Perception Data 4.6 Brand Optimizers 4.7 Summary Section 5: More Accurate Predictive Metrics to Improve Financial Performance 5.1 The Eularis System

3 - Phase 1 - Understand Key Issues For Brand Team - Phase 2 - Data Collection to Reflect Current Reality and Not Historical - Phase 3 - Validate Data Against Prescribing to Uncover Real Influencers - Phase 4 - Apply Predictive Algorithm Analytics and Dynamic Modeling - Phase 5 - Develop Implications and Report Findings 5.2 Summary Of Approach 5.3 Case Study: A Slowing Brand 5.4 Comparison Across a Category Section 6: Assessing Performance Of the Marketing Mix 6.1 Product Messages and Market Share: Are they Working? - Many Brands Do Not Get the Messaging Right 6.2 Measuring the Financial Return Of A Sales Force - How to Improve the Bottom Line Performance of the Sales Force - Case Study: Primary Care Brand Stagnated 6.3 Bridging the Gap Between Sales and Marketing 6.4 How to Know if Advertising and PR is Increasing Bottom Line Returns? - Advertising Analytics - Case Study: Underperforming Advertising - Measuring PR Return - Example Of PR Component Measurement for a Pharma Brand 6.5 How to Measure Patient Compliance and Adherence ROI 6.6 Measuring Speaker Program ROI Compliantly - U.S. Regulatory Compliance Issues - U.S. Continuing Medical Education ROI Standards 6.7 Can E-activity Be Measured and How Should the E-marketing Mix be Allocated? - How to Plan the Optimal Internet Portfolio 6.8 Measuring E-detailing Section 7: Accurately Measuring Pharma Brand Situations Like Pre-Launch Brands, Generics and OTC 7.1 Measuring Market Share and Sales Potential Of Pre-Launch Brands - Eularis Brand Potential Analytics Case Study 7.2 Generics, Speciality and OTC Brands - Generics Overview 7.3 Approaches to Generic Marketing - Generic Differentiation Other Than Price - Generic Reps - Branded Generics - Case Study: Generics Analytics 7.4 Applying Analytics to Pharma OTC Brands Section 8: Measuring Multiple Brands and Across Regions 8.1 Pan-Portfolio and Pan-Country Analytics - Case Study: Measuring A Company's Performance 8.2 Measurement of Corporate Reputation - Corporate Reputation and Impact on Brand Bottom Line Section 9: Customer Relationship Management and Technology Analytics? 9.1 Measuring the ROI Of CRM Approaches - Getting Value From CRM In Pharma - Case Study: A Failing CRM System Section 10: Using Marketing Measurement in Your Organization

4 10.1 Strategic Measurement Recommendations For the Pharmaceutical Industry - What Are My Competitors Doing? How Successful Are they? - What If I Don't Have Doctor Level, Or Brick Level, Prescribing Data? - What Will European Marketers do as Prohibition of Brick Level Data Rolls out after 1 Apr 07? - How Will Regulation Changes Affect the Way My Measurement is Structured? - Will Measurement Result in Better Informed CFOs, Who Don't Want to Cut my Budgets? Ordering: Order Online - Order by Fax - using the form below Order by Post - print the order form below and send to Research and Markets, Guinness Centre, Taylors Lane, Dublin 8, Ireland.

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