Introduction: Faced with rising costs, shortened product lifecycles and an increasing reliance on blockbuster drugs, pharmaceutical companies are turning towards innovative marketing campaigns and new channels to reach an increasingly demanding consumer audience. Campaign management solutions are being introduced to establish profitable interactions with large numbers of consumers across multiple channels.
Scope: - Addresses the factors that are currently shaping pharmaceutical marketing activity
- Evaluates the evolving structure of marketing campaigns, from traditional offline channels to customer relationship marketing and campaign management
Report Highlights: Optimal communication between sales and marketing teams is required for campaign management strategies to be successful.
Vendors need to demonstrate return on investment opportunities for campaign management, one of the major hurdles for pharmaceutical company investment.
Pharmaceutical companies must use online channels as an integral part of marketing campaigns rather than as ‘add-on’ components to existing campaigns.
Reasons to Purchase: - Evaluate the impact of the changes that are occurring in pharmaceutical marketing
- Understand the role of campaign management and assess the products provided by vendors
