Pharmaceutical Marketing Strategy: Key ROI Benchmarks to Drive Brand Success
Cutting Edge Information
May 1, 2011 70 Pages - SKU: CIGQ6315836
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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: 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. Pharmaceutical Brand Lift Marketing ROI and Budget Allocation
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- Executive Summary
- Profiled Companies
- Methodology and Definitions
- Marketing Brand Lift: Three Key Findings
- Marketing Budget Allocation
- Web-Based Activities
- Measuring ROI and Brand Lift
- Measuring Return on Investment
- Marketing Brand Lift
- Marketing Group Spending Profiles
- KEY METRICS
- Chapter 1: Marketing Budget Allocation
- Chapter Benefits
- Prioritize different elements of the marketing mix.
- Track other teams’ allocations to specific activities.
- Understand how online/mobile media fit into brand plans.
- Chapter Metrics
- Marketing Budget Allocation
- Investment data for nine different activities in the marketing mix:
- Mass media direct-to-consumer advertising
- Disease education & awareness campaigns
- Patient adherence & compliance programs
- Samples
- Provider support programs
- Journal ads
- Promotional speaker programs
- Accredited CME programs
- Non-Accredited Medical Education
- Average percentage of budget dedicated to marketing activities
- Activities targeted for increased spending
- Percentage of marketing budget dedicated to web-based activities
- Chapter 2: Measuring ROI and Brand Lift
- Chapter Benefits
- Link marketing activities (from Chapter 1) to real-world impact on sales.
- Explore hard-to-find ROI data for drug brands.
- Use ROI measures to eliminate guesswork in allocating funds.
- Chapter Metrics
- Percentage of brand revenue driven by each specific marketing activity (see list from Chapter 1)
- Prominence of different brand lift/ROI measures among surveyed teams
- Chapter 3: Marketing Group Spending Profiles
- Track brand-by-brand ROI and investment across 15 products. 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 were 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
- 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
- CHARTS AND GRAPHICS
- Executive Summary
- Marketing Budget Allocation
- Figure 1.1: Percentage of Companies Performing Marketing Activities
- Figure 1.2: Average Percentage of Budget Dedicated to Marketing Activities
- Figure 1.3: Percentage of Companies Performing Marketing Activities in the United States
- Figure 1.4: Average Percentage of Budget Dedicated to Marketing Activities in the United States
- Figure 1.5: Percentage of Companies Performing Marketing Activities in Emerging Markets
- Figure 1.6: Average Percentage of Budget Dedicated to Marketing Activities in Emerging Markets
- Figure 1.7: Budget Increase Allocation, by Activity
- Figure 1.8: Budget Increase Allocation in the United States, by Activity
- Figure 1.9: Budget Increase Allocation in Emerging Markets, by Activity
- Web-Based Activities
- Figure 1.10: Percentage of Marketing Budget Dedicated to Web-Based Activities
- Figure 1.11: Percentage of Marketing Budget Dedicated to Web-Based Activities in the United States
- Figure 1.12: Percentage of Marketing Budget Dedicated to Web-Based Activities in Emerging Markets
- Figure 1.13: Percentage of Budget Increase Allocated to Web-Based Activities
- Figure 1.14: Percentage of Budget Increase Allocated to Web-Based Activities in the United States
- Figure 1.15: Percentage of Budget Increase Allocated to Web-Based Activities in Emerging Markets
- Measuring ROI and Brand Lift
- Measuring Return on Investment
- Figure 2.1: Percentage of Companies Measuring ROI of Marketing Activities
- Figure 2.2: Percentage of Companies Measuring ROI of Marketing Activities in the United States
- Figure 2.3: Percentage of Companies Measuring ROI of Marketing Activities in Emerging Markets
- Figure 2.4: Metrics Used to Measure ROI
- Figure 2.5: Metrics Used to Measure ROI in the United States
- Figure 2.6: Metrics Used to Measure ROI in Emerging Markets
- Figure 2.7: Navigating the Patient Funnel
- Marketing Brand Lift
- Figure 2.8: Average Contribution of Activities, by Percentage of Total Revenue
- Figure 2.9: Average Contribution of Activities in the United States, by Percentage of Total Revenue
- Figure 2.10: Average Contribution of Activities in Emerging Markets, by Percentage of Total Revenue
- Figure 3.1: Marketing Brand Lift Profile for Brand B
- Figure 3.2: Marketing Brand Lift Profile for Brand C
- Figure 3.3: Marketing Brand Lift Profile for Brand D
- Figure 3.4: Marketing Brand Lift Profile for Brand F
- Figure 3.5: Marketing Brand Lift Profile for Brand G
- Figure 3.6: Marketing Brand Lift Profile for Brand H
- Figure 3.7: Marketing Brand Lift Profile for Brand I
- Figure 3.8: Marketing Brand Lift Profile for Brand J
- Figure 3.9: Marketing Brand Lift Profile for Brand K
- Figure 3.10: Marketing Brand Lift Profile for Brand M
- Figure 3.11: Marketing Brand Lift Profile for Brand N
- Figure 3.12: Marketing Brand Lift Profile for Brand O
- Figure 3.13: Marketing Brand Lift Profile for Brand P
- Figure 3.14: Marketing Brand Lift Profile for Brand Q
- Figure 3.15: Marketing Brand Lift Profile for Brand S
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