|
|
 |
|
Viewing report
|
|
|
|
Ensuring Profitable Return-on-Investment (ROI) in Pharmaceutical Marketing: Using Analytics & Metrics to Improve the Bottom Line
Eularis, June 2011, Pages: 90
This report explains the different methods being used such as ROI, promotional response models, econometrics and predictive algorithms and the pros and cons of the different approaches. There are step-by-step guidelines on successfully implementing these approaches for real and measurable results and numerous case studies of actual Pharma brands who have successfully navigated these waters. Consideration is given to what they did to measure and improve - and prove - bottom line return.
The Pharmaceutical environment is turbulent and, as a result, what used to work to create industry-wide growth of 20% no longer does. The profit generated from brands is in decline as market growth slows in the major Pharmaceutical markets and this inevitably leads to marketing budget cuts. The only way for a brand to grow effectively - and cost-effectively - is to improve the bottom line effectiveness of each marketing spend. Pharmaceutical marketers are under even more pressure to get more ‘bang for their buck’ from their marketing spend and be able to justify it.
This in-depth report answers the questions that Pharmaceutical marketing directors are asking:
- How do we successfully measure our individual marketing activities’ bottom line return, and prove it to the CFO?
- How do we prove exactly which marketing components are really growing our bottom line?
- How do we know what aspects need to be changed, and how, to grow the bottom line by a specific amount?
The report will help Pharmaceutical marketers navigate and understand marketing analytics and develop skills to harness competitive advantage.
This report will focus on:
- The practical skills every marketer needs for measuring the effectiveness of their marketing
- Which tools and best practices really make a difference?
- The measurement principles that drive successful marketing measurement.
- How to propel strategy, growth, and bottom line return?
- Case studies in measurement of sales force return, eDetailing return, compliance/adherence programs.
- CME speaker programs, advertising campaigns, PR campaigns, CRM implementation return, and much more.
Key points of relevance in these case studies:
New ideas you can apply to your area of marketing responsibility – be it sales force, advertising, eDetailing, CME, CRM, PR or any other related field.
Product samples
A sample for this product is available. Please Login/Register to download this sample.
|
|
|
|
