OTC and ROI
ROI in Pharma Marketing (only available in ROI Centre)
The pharmaceutical industry is under signifi cant pressure to consider its costs very carefully. Since marketing budgets often represent a major proportion of a company’s cost base, they can easily become the target of budget cuts.
Real Marketing Accountability and Effectiveness: ROI and Beyond
Currently much budget is spent despite marketers being unable to really isolate which synergistic combination of activities has the greatest profit potential, and without knowing what specific effect individual activities are having on market share.
Econometric Models of ROI in Pharma Marketing
Due to the inherent limitations of the traditional ROI models, many pharmaceutical companies are now embracing econometric ROI models. In the simplest terms, econometric models measure past relationships between variables (usually marketing activity spend and sales or market share), and then attempt to forecast how changes in some variables will affect the future course of others.
Marketing ROI: The Role of Predictive Mathematics
In the current climate of decreasing margins and increased competition, it’s crucial that marketing activities deliver measurable return on investment (ROI).
Measuring Health Care Online ROI
With e-HealthCare, the question of Return On Investment (ROI) and how to measure this is being raised. When looking at this, the overall business model should be examined - not simply sales and marketing efforts.
Online Market Research: An Analytic Overview
Differences in the online and offl ine media should be carefully considered and the strength of each media taken into account and utilized accordingly when Health Care companies are considering their sales and marketing strategies and tactics.
Benchmarking of Online Marketing
All marketing (both online and offline) should require objectives, justifi cation and results measurement for all efforts. The method of results measurement should be determined at the beginning of the planning.
Healthcare Customer Satisfaction and Profitability: Use Metrics to Measure the Correlation
Profitability is something that all companies are striving to increase and yet still many companies doing DTC digital strategies do little more than tracking hits or user sessions when examining ROI. Pfizer Health Solutions IT Survey found that most ROI measures implemented after implementation go no further than measuring user satisfaction and user sessions.
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