Home > Back to Publisher > Report Information

Improving Return on Investment in Pharmaceutical Marketing

Decision Resources
June 17, 2008
28 Pages - SKU: DECR1812803

Abstract Table of Contents Related Reports

Pharmaceutical marketing is in trouble-campaigns are not as effective as they should be, and costs have spiraled out of control. Marketing expenditures are the single largest corporate investment at most pharmaceutical companies and are running at almost twice the spend of R&D. How can companies improve their return on investment (ROI)? We propose a three-tiered approach to improve the value of pharmaceutical marketing investments by increasing ROI.

Get the Answers You Need to Shape Your Strategy

Pharmaceutical companies face extremely volatile economic, regulatory, technological, and competitive conditions. What strategies should companies employ in response to these challenging conditions? How does their approach to marketing need to change to succeed in this evolving market landscape?
Pharma's marketing ROI has been declining. What impact has their burgeoning market spend had on their public image and on their relations with investors? What can companies do to improve their ROI?
How do they maximize their marketing effectiveness?
Marketing audits are widely used as diagnostic tools to examine a company's marketing efforts. What factors do these audits evaluate? What is the overall objective of these audits, and what benefits can they provide?

Scope

Radical changes in marketing strategies: evolution of the pharma marketing dilemma, the great pharma marketing spend fest.
Marketing efficiency considerations: ROI measurement, ROI modeling, the metaphorical ROI straightjacket.
Key issues for effective marketing: marketing audits, management tools, marketing capability, changing customer configurations, the new pharma marketplace.
Special feature-our analysis of pharmaceutical marketing audits: an analysis of 60 audits performed at 14 pharmaceutical companies in 36 countries, 10 key findings across companies.
Three-tiered approach to fixing the marketing ROI problem: strategic foundation, multimarket companies, execution.

Please note, the PDF e-mail from publisher version of this report is for a global site license.

Improving Return on Investment in Pharmaceutical Marketing

Share this report

Other tasks

Research Assistance

Related Markets

General Pharmaceuticals Reports

Free Alert Me service