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Pharmaceutical Brand Lift - Marketing ROI and Budget Allocation
Cutting Edge Information, May 2011, Pages: 70
Boost marketing impact to drive brand lift:
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.
Chapter 1: Marketing Budget Allocation
Chapter Benefits:
- Put your money to work in areas it is most effective and learn to prioritize resources.
- Find the ideal marketing mix and evaluate your current strategy.
- Weigh pros and cons of 9 different marketing activities:
- Mass media direct-to-consumer advertising (DTC)
- Disease education & awareness campaigns (Disease Education)
- Patient adherence & compliance programs (Patient Adherence)
- Samples
- Provider support programs (Provider Support)
- Journal ads
- Promotional Speaker Programs (Promotional Speaking)
- Accredited CME programs (accredited CME)
- Non-Accredited Medical Education (Non-Accredited Medical Education)
Chapter metrics
15 charts focused on the following topics. Charts in this chapter detail information for the US and for the emerging markets:
Marketing Budget Allocation:
- Percentage of companies performing the nine specific marketing activities
- Average percentage of budget dedicated to those marketing activities
- Budget increase allocation, by activity (where brands would put more money)
Web-based Activities:
- Percentage of marketing budget dedicated to web-based activities
- Percentage of budget increase allocated to web-based activities
Chapter 2: Measuring ROI and Brand Lift
Chapter Benefits:
- Understand what activities bring in the most money.
- Learn which aspects of marketing affect sales at which point.
- Track ROI metrics for specific marketing activities.
- Understand the percentage of revenue driven by each activity.
- Know the 6 key measures of brand lift.
- Build brand ROI measurements.
Chapter metrics:
10 charts focused on the following topics. Charts in this chapter detail information for the US and for the emerging markets.
- Percentage of companies measuring ROI of marketing activities
- Metrics used to measure ROI
- Navigating the patient funnel
- Average contribution of activities, by percentage of total revenue
- Average contribution of activities, by percentage of total revenue
Chapter 3: Marketing Group Spending Profiles
Chapter Benefits:
- Benchmark marketing spending – and quickly find a situation that applies to your group.
- Explore15 profiles representing different regions worldwide.
Each profile contains the following components:
- Background Information
- Marketing group’s region
- Annual global sales of the product that the group manages
Marketing Budget Allocation:
- Original budget allocation
- Budget allocation if additional 10% were granted
- Percentage of money dedicated to web-based activities
- Percentage dedicated to web-based activities if additional 10% were granted
- Budget allocation by activity:
- Mass Media Direct-to-Consumer Advertising (DTC Advertising)
- Disease Education & Awareness Campaigns (Disease Education)
- Patient Adherence & Compliance Programs (Patient Adherence)
- Samples
- Provider Support Programs (Provider Support)
- Journal Ads
- Promotional Speaker Programs (Promotional Speaking)
- Accredited CME Programs (Accredited CME)
- Non-Accredited Medical Education (Non-Accredited Medical Education)
Revenue Contribution by Activity:
- How much money would be lost if a single activity was discontinued but all other activities continued as normal
- How much the activity added to the product’s sales
- Revenue contributions were collected for each of the activities listed in the marketing budget allocation profile section
ROI Measurements:
If the marketing group measures ROI, executives are asked to provide information on the following six measures:
- Increase in new prescription rates
- Increase in prescription renewals
- Physician awareness of product
- Physician opinion of product
- Consumer awareness of product
- Consumer opinion of product
Product samples
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