SKU: PH156.
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Pharmaceutical Marketing Strategy


Drive prescription volumes and prioritize your pharmaceutical marketing strategy with success measures for nine key types of marketing activities. Match expenditures with results and grasp how other teams build their brand plans — and how they would spend additional money if they had it. Follow the links between investment and brand lift for 15 drugs marketed in the US and around the globe (including in select emerging markets), understand key differences in ROI measurement, and build an innovative, effective campaign that emphasizes high-value marketing channels and tools.

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Price $1,995
Publication Date May 2011
Pages 70
Chapters 3
Metrics 300 +
Charts / Graphics 30 +

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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.

You may also be interested in CEIConnect: The Lifesciences Industry’s On-Demand Research Resource as well as our individual marketing research reports.

Key Questions Answered About Pharmaceutical Marketing Strategy

  1. What activities drive sales?  What should our priorities be?
  2. We have to decide where to allocate our funds.  What pitfalls should we avoid?
  3. What kind of results have other teams had? What kinds of returns can we expect for different activities and channels?
  4. Where would investment increases and decreases have the most impact?