Ensuring Profitable Return-on-Investment (ROI) in Pharmaceutical Marketing Export

@article{citeulike:2284863, abstract = {The pharmaceutical environment is turbulent, and as a result, what used to work to create industry wide growth of 20\% no longer does. The resulting bottom line return for 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?' and 'How do we prove exactly which marketing components are really growing our bottom line?' and 'How do we know what aspects need to be changed, and how, to grow the bottom line by a specific amount?' 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, and what they did to measure and improve - and prove - bottom line return.}, author = {Bates, Andre\'{e} K.}, citeulike-article-id = {2284863}, citeulike-linkout-0 = {http://www.piribo.com/publications/sales_marketing/profitable_return_on_investment_roi_pharmaceutical_marketing.html}, keywords = {ttm-roi}, month = {March}, posted-at = {2008-01-24 14:14:34}, priority = {2}, publisher = {Eularis}, title = {Ensuring Profitable Return-on-Investment (ROI) in Pharmaceutical Marketing}, url = {http://www.piribo.com/publications/sales_marketing/profitable_return_on_investment_roi_pharmaceutical_marketing.html}, year = {2007} }

TY - JOUR ID - citeulike:2284863 L3 - citeulike-article-id:2284863 N2 - The pharmaceutical environment is turbulent, and as a result, what used to work to create industry wide growth of 20% no longer does. The resulting bottom line return for 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?’ and ‘How do we prove exactly which marketing components are really growing our bottom line?’ and ‘How do we know what aspects need to be changed, and how, to grow the bottom line by a specific amount?’ 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, and what they did to measure and improve - and prove - bottom line return. TI - Ensuring Profitable Return-on-Investment (ROI) in Pharmaceutical Marketing PB - Eularis KW - ttm-roi AU - Bates, Andreé PY - 2007/03// UR - http://www.piribo.com/publications/sales_marketing/profitable_return_on_investment_roi_pharmaceutical_marketing.html ER -