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Pharmaceutical Promotional Effectiveness: Benchmarking Top Tier Companies by Country, Channel, Therapy Area and ROI
Datamonitor, Nov 2002, Pages: 160
Pharmaceutical Promotional Effectiveness benchmarks 14 leading pharmas’ investment in primary care physician and patient targeted promotion from 1998-2001. Datamonitor compares and contrasts investment strategies by company, therapy area, channel, country and return on investment, resulting in a series of recommendations for successful promotion.Quantifies top tier and company-specific trends in promotional Roiprovides appropriate promotional mixes for each of the following countries: the US, France, Germany, Italy, Spain and the UKBenchmarks 14 leading pharmas according to their promotional effectivenessAssesses the impact of spiraling promotional costs on corporate cost structure and growthPresents best practice recommendations for promotional success across 13 therapy areas and indicationsPharmas sacrifice margins on promotional investment for revenue growth because, if revenue growth is sufficient, they can show a rise in earnings - a key requirement of the investment community. As a growth strategy, this is unsustainable.Promotional excellence, not expenditure, drives commercial success. Larger companies generate higher sales because of their bigger portfolios, not because they are better at promotion.To remain competitive, top tier companies should expect to spend 12 times more on US promotion than on any other single market.Benchmark your ROI in patient and primary care physician targeted promotion against the industry’s leadersUnderstand key drivers of declining productivity and adjust your promotional strategies accordinglyIdentify countries and channels that require funding reallocation to increase Roiadjust your promotional mix to improve your competitive position in 13 major disease marketsSave time and money experimenting in new markets by learning from best practice case studies
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