Measuring And Improving Pharmaceutical Marketing Effectiveness And ROI Workshop Programme
Despite all the advances in modern marketing analysis techniques,
many of the largest pharmaceutical companies would be hard pressed
to really prove which of their marketing activities are working
to impact brand sales and which are not - and by how much.
This workshop will take participants through the nuts and bolts
of different ROI and marketing metrics analysis techniques so that
by the end of the day, delegates will feel confident that they know
what to do when.
The Measuring and Improving Pharmaceutical Marketing Effectiveness
and ROI Workshop is full of valuable information, real-life pharma
brand case studies, and practical exercises. There is plenty of
opportunity for attendees to participate and interact with the instructors
and each other. Delegates will complete a small interview prior
to the workshop so that the programme can be adapted to suit the
specific needs of the delegates. In doing so the actual programme
may change slightly if required.
Programme
Continental Breakfast
Introduction to ROI in Pharmaceutical Marketing
Discussion: Battling for Marketing Budget
Session 1: Why Some Form of ROI Measurement is Crucial in
Pharmaceutical Marketing
• ROI, Marketing Metrics and your organization (and your job!)
• A structure to make Marketing ROI and Marketing Metrics
more understandable
• The ROI Scale
• ROI as a Culture in Your Company
Individual Marketing Activities, Campaigns and Metrics Measures
Session 2: Connecting Marketing Activity to Prescribing Results
• ROI Approaches: Past and Present
• ROI Pitfalls
• Connecting Marketing Activities to prescribing and sales/market share return
Session 3: CFO Budget Battles and ROI
• What is Risk to CFOs and What counts as ROI?
• Why is marketing ROI analysis different from capital expenditure ROI analysis?
• How can this be integrated?
• The sales and marketing black hole
Session 4: ROI and Predictive Modelling of Traditional Marketing Activities
• Case study 1: Print advertising in pharma marketing
• Campaign lifecycle modelling
• Data analysis Detail
• Pipeline secrets – how to model when you have not
launched yet!
Session 5: Web Metrics and ROI
• Online ROI approaches analysis
• Case study 1: Web marketing and real world prescription linking and ROI analysis –
how do we correlate these and perform ROI analysis
• eDetailing ROI approaches analysis
• Case Study2: eDetailing ROI
Interactive Exercise: The Marketing Mix: Traditional and
‘e’: What’s the return?
Doctor and Market Environment Analysis
Session 6: Market Dynamics
• Introduction to Market Dynamics
• Unlocking marketing results delays by understanding Market
Dynamics
Session 7: Marketing Mix Modelling (MMM)
• Marketing Mix Modelling Overview
• How Marketing Mix Modelling works to increase sales and
profit
• Using Marketing Mix Modelling for your pharma brand ROI
• Using Marketing Mix Modelling to optimize pharma marketing
activities and campaigns
Interactive Exercise: Using marketing mix modelling
Session 8: Using ROI and Marketing Metrics
Use our seven-step process to integrate ROI and Marketing metrics
with your brand NOW
Session 9: Workshop Summary and Close
Closing
Contact us to request a brochure for this workshop.
Contact us to register NOW for an early bird discount and to register
for this workshop.
Our personal offer to you
We'd like to make you an offer. So many people find that they simply need to chat over their situation without feeling
that anyone is selling to them. Our offer is to give you 20 minutes of our time for you to discuss all or part of your
brand concerns that are currently on your mind.
If you have any problems with the form, please contact us. The diary for this gets very full so don't leave it too long! We look forward to speaking with you very soon.
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