|Publication Date||May 2011|
|Charts / Graphics||30 +|
Top Reasons to Read This Pharmaceutical Marketing Strategy Report
Boost marketing impact to drive brand strategy: Imagine the impact of a successfully conceived and executed marketing strategy: heightened brand visibility and reputation as well as increased market share and revenue. Effective brand teams draw a direct link between investment and results — and they prioritize elements in their marketing mixes based on the impact of each activity, channel or promotional tool. Discover how 28 top pharmaceutical and biotech teams have built their products’ marketing plans, then explore the brand lift derived from each investment decision.
Get the most out of your marketing money: See which activities generate the most revenue as you examine investments in nine key marketing activities. Follow teams as they prioritize certain channels over others — including physician and patient marketing, web-based and mobile tools, and other critical platforms.
Track ROI and brand lift to ensure effective campaigns: Explore the returns generated by those nine key marketing activities via six brand lift measures — as well as innovative techniques for building an optimal balance of hard and soft ROI metrics. Along the way, learn new strategies for overcoming common problems in proving marketing impact.
Uncover marketing spending trends: Peruse 15 brand profiles to see, on a drug-by-drug basis, how teams prioritize their marketing investments — and either benefit or suffer as a direct result. Isolate the impact of critical promotional activities, and learn how teams would allocate a 10% budget increase.
Key Questions Answered About Pharmaceutical Marketing Strategy
- What activities drive sales? What should our priorities be?
- We have to decide where to allocate our funds. What pitfalls should we avoid?
- What kind of results have other teams had? What kinds of returns can we expect for different activities and channels?
- Where would investment increases and decreases have the most impact?