Publication Date: May 2011
Top Reasons to Buy 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.
Excerpt from Pharmaceutical Marketing Strategy
Successfully marketing a drug or medical device in today’s market requires funding a broad range of activities. The most popular and profitable brands rely on a number of different avenues, including mass-market advertising, to reach millions of potential customers. Products with narrow indications, on the other hand, rely on activities that encourage disease awareness among patients and physicians alike and that also promote patient adherence among those alreadyusing a product. Most products fall between the two, seeking at once to increase the size of the market through advertising and education while also maximizing share in the already existing market.
The most visible activities target patients. In the United States, companies use mass-marketing campaigns to speak to the effects of a disease, the need for treatment and the benefits of a product. In many other countries, companies are not allowed to directly market drugs but rely on disease education campaigns to connect with prospective patients. Whether in the US or elsewhere, once patients begin treatment, many companies provide tools for patients to maximize the benefits from products, including patient resource kits, refill and dosing text messages, and even online community forums.