Are you missing effective ROI measures implementation through lack of training of your team?
Develop yourself and your team with practical analytic skills for stronger ROI implementation
Eularis runs regular training Workshops on specific topics for our Pharmaceutical Clients. Participants are trained through a combination of lectures, case studies and practical hands-on group activities. The latest approaches to planning, prioritizing and initiating opportunities relevant to each topic area are analysed and discussed with specific reference to a Client's particular products, markets and needs. Eularis' expert team has facilitated many Workshops and training events at individual Pharmaceutical Clients, as well as public inter-company events and conferences.
Pharma Marketing ROI and Forecasting MasterClass - NEW YORK 2009
Learn the latest techniques, strategies and analysis approaches for Rx Sales and Marketing Excellence
Make 2009 your most successful year yet with this one day MasterClass
Details
The Pharmaceutical Industry is under significant pressure to consider its costs very carefully. Since
marketing budgets often represent a major portion of a company's cost base, they can easily become the target of budget
cuts. Although marketing investments are profitable, in the main, returns are now under intense scrutiny, with all budgets
being squeezed. The pressure to measure marketing return and effectiveness has never been stronger.
Currently, much budget is spent despite marketers being unable to identify which combination of activities has the
greatest growth potential, and without knowing what specific effect individual activities are having on market share.
Because of this drive for marketing accountability, return on investment (ROI) metrics have become the focus of much
attention and are frequently used to guide decisions on budget allocation. Unfortunately, many of these techniques are
limited to historical analysis, and history does a poor job of pinpointing the way forward in an ever-changing marketplace.
However, approaches are now available that can help a company determine where and how its marketing activities can work
together and which synergistic combinations will deliver profitable value growth. This MasterClass will teach you all the
different techniques and optimal approaches available so you can walk away knowing exactly how to apply them for your
brand and what will work best in your situation.
Despite all the advances in ROI analysis techniques, many of the largest Pharmaceutical Companies are still hard pressed to really prove to their Senior Management which of their sales & marketing activities are creating extra scripts - and how many.
Do You:
- Find it difficult to justify your marketing budget allocations to the C-Suite (CEO, CFO and CMO)?
- Feel like you are losing a budget battle with other brands or parts of the company (e.g. sales force)?
- Need to absolutely KNOW how much Rx your marketing programs are getting you and which aspects are working most?
- Want metrics to help you make better informed strategic marketing decisions?
- Want to be able to use these metrics to know what to do and use that to measurably grow your brand's market share and sales?
Then Attend the Masterclass to:
- Gain an understanding of all the pros and cons of most major ROI analysis techniques
- Learn techniques that are proven to be as accurate as possible in quantifying Rx impact from marketing
- Understand all top ROI techniques and approaches and best practices for measuring the return
- Know how to measurably boost your marketing results for real, repeatable and verifiable market share results
- Implement the latest metrics and modeling techniques for marketing your brands
- Know how to connect marketing results data and strategic decisions with certainty
- Feel confident in your marketing budget allocation decisions
- ake optimal use of your marketing budget to grow your sales and profit measurably
If You Are A:
- Pharmaceutical Marketing Professional
- Pharmaceutical eMarketing Professional
- Pharmaceutical Business Analyst
- Pharmaceutical Market Research Analyst
You Will:
- Expand your marketing return/ROI analysis ability
- Decrease wasted marketing budget
- Know what to do to improve results measurably
- Gain measurable results for your brands
Dr. Bates has already guided hundreds of Pharmaceutical Marketing Directors to financial success with their brands. Now, she is presenting her MasterClass for one day ONLY in September 2009 in New York. This MasterClass has one purpose and one purpose only - to show you how to measure the results of your individual marketing activities and know how to use this knowledge to grow your brands measurably during the next 6 - 12 months. By attending the Pharmaceutical Marketing ROI MasterClass, you will be able to apply these principles to your marketing after the Workshop.
A Two-Way Street
The Workshop is interactive so you will not be presented to all day. It is designed to involve you and answer any specific questions you have that are relevant to you.
- You will have completed a Consultation Form prior to the Workshop so that we cover the key areas of interest to you
- You will receive one hour free consultation within 30 days after the workshop so that any lingering questions can be covered specifically for you
- You will have an opportunity to network with other Pharmaceutical Industry colleagues who are also focused on improving their Marketing ROI skills
- An interactive activity to get you using the skills
Dr. Bates, the Trainer of this event, has been described as follows:
"Dr Bates is the only contact that I have kept over my working history because she adds consistent value whenever we meet. She is like a laser: focused, with high energy. Fuelled by Espresso, she never stops until she has done her best. Dr Bates always strives for excellence in everything she does; she is truly an International Business Consultant as she speaks fluent Japanese and has enough air miles to bankrupt British Airways. She's also a great speaker and can enthuse any audience.” Klynn Alibocus, European Marketing Promotional Materials Associate, Eli Lilly
Numbers Are Limited - Please Register Early to Ensure your Place.
ADMISSION IS A STAGGERING REDUCED PRICE WHEN PRE-REGISTERING BY 31ST JULY 2009 - ONLY $779.00 PER PERSON. THEREAFTER, THE PRICE WILL BE $997.00 PER PERSON.
This has to be the Most Valuable MasterClass any Pharmaceutical Marketer could Attend if they really want to make their Brand Results in 2009 & 2010 ones to Remember!
BOOK NOW:
Masterclass Program
The one day masterclass is packed with useful and practical information, real-life Pharma Case Studies and valuable exercises. There will be a lot of opportunities for Attendees to participate and interact with the Trainers and each other. Click here for the full planned program for this event.
Workshop Date
USA: Friday, 4th September 2009
New York, USA
Masterclass Venue
Manhattan
415 Madison Avenue
14th Floor
New York, 10017, NY
USA
Contact us to request the program brochure for this event or Click here for the pdf of the brochure of this event.
Contact us to register NOW for an early bird discount and to register for this Workshop or apply to register on this page.
What Have Others Said About Eularis And About Their MasterClasses?
Thanks for a useful, practical day. I was sceptical that you would overload us with data and I would not know what to do with it all at the end of the day. However, the sessions, especially the Marketing Modeling Mix session, have proved invaluable and are straightforward to apply...
Delegate from the inter-company Workshop on ROI Analysis (attended by 8 Pharmaceutical Companies)
We always had the problem that we had a lot of data but it still required guesswork and gut feel to get us to our strategic marketing decisions. I wasn't sure you would be able to show me more than I already knew. However, this Workshop really showed me how to connect the data and the decisions and we now have repeatably improving sales results from implementing this!
Delegate from the inter-company Workshop on ROI Analysis (attended by 8 Pharmaceutical Companies)
Budget allocation was always a difficult procedure and I never felt sure of my decisions. Using methods I learned here, I now know how to allocate the budget and align expected results to really convince the C-Suite. Now they are off my back and I have confidence in my decisions as they get results. Thank you.
Delegate from the inter-company Workshop on ROI Analysis (attended by 8 Pharmaceutical Companies)
I wanted you to know that my VP again mentioned that he was impressed by the Marketing Mix Optimization Project and the buzz it has created in the organization. So, we should feel very good about how this went. Anyway, thanks for really partnering with me on this.
Director of Marketing Investments, Novo Nordisk, USA
It provides a level of insight which has been difficult to obtain using existing marketing tools. The team was impressed by its ability to predict market share movements based on mix investment decisions.
Brand Manager, GlaxoSmithKline, UK
Powerful stuff. In my 20 years of marketing I have never seen such valuable data on my drug brands.
Specialist Team Leader, Pfizer, UK
Senior Executives should not underestimate the business impact on their brand of having a good understanding of Marketing ROI and accurate forecasting. This MasterClass will teach you how.
BOOK NOW:
If you want to make your marketing more successful, and be more accountable to your Chief Financial Officer, then you should only learn from people who have been there and done it successfully. Dr. Bates' company, Eularis, has analyzed and worked with numerous Pharmaceutical brands and marketers worldwide in leveraging their sales and marketing programs for untold Millions in increased revenues for their brands.
Gain an understanding of all the pros and cons of most major ROI Analysis Techniques and Forecasting Techniques:
- Learn techniques that are proven to be as accurate as possible in quantifying Rx impact from marketing
- Understand all top ROI techniques and approaches as well as best practices for measuring the return
- Know how to measurably boost your marketing results for real, repeatable and verifiable market share results
- Implement the latest metrics and modeling techniques for marketing your brands
- Know how to connect marketing results data and strategic decisions with certainty
- Feel confident in your marketing budget allocation decisions
- Make optimal use of your marketing budget to grow your sales and profit measurably
- Discover appropriate tools for forecasting new products
- Incorporate current market data to reduce inaccuracy from older historical or analogue techniques
- Understand how to incorporate changing environmental factors into your forecasting for increased accuracy
- Leverage your brands full potential
After this MasterClass you will accurately answer such questions as:
- Which sales and promotional activities really build your market share? Never again wonder if you are investing your
precious budgets in the right activities. Know for certain! No more worries about whether the promotion or marketing you
just paid for will produce results, you will know if it will.
- How do I effectively market against my competitors, no matter how big they might be? No longer fear your competitors
– because now you know exactly what to do, every time.
- How do I invest my budget to make my market share blossom in mere months while maximizing and optimizing every
phase of promotion and marketing? Your results will be like those of companies with much larger budgets because now you
know things they don't.
- Finally, will I understand which marketing activities are producing results and which are a waste of time and money? Imagine – eliminating your ineffective activities could be like doubling or even tripling your budget.
What Will You Learn?
- How to develop and use strong marketing return/ROI and Effectiveness Metrics that help you make critical decisions about each of your activities
- How to stop making content mistakes and stop wasting any budget in ineffective content
- To improve your communication with the CFO and CEO as you will be able to speak their language.
THAT IS A LOT OF INFORMATION!
BOOK NOW:
HERE IS AN EXAMPLE OF ONE OF EULARIS' HIGH PROFILE SUCCESS STORIES:
Case Study: Declining Market Share from New Entrants Eating Away At the Market
Background
A core brand was launched and rapidly became a star performer for its company in a high revenue therapy area. As the years went by, it became a large brand for the company and was well respected in the market. However, over the last few years, performance had declined. Market share fell month after month. The marketers did not know why. The product was good, run by a strong team with a good plan, and focused on accountability and performance. The business unit submitted detailed financials with key performance indicators and updated forecasts. The team tried increasing spend, but the brand consistently dropped in market share, despite spending close to double any of the competitors. A new head of Marketing came in. She felt that they were missing something obvious and needed to dig deeper and understand the problem before throwing more money at it. She decided to use marketing analytics which is basically a mathematical way to identify relationships between variables to increase effectiveness of marketing activities.
New Approach
The Marketing head employed the Eularis Analytics Approach, designed especially for this Industry and situation, which involved a five-step process:
- Evaluate promotional elements & market environment
- Validate actual influencers for a therapy category
- Use Predictive Algorithm Analytics and Dynamic Modeling
- Analysis of findings implications
- Implement the recommendations throughout the sales and marketing processes
This process highlighted where the problem lay. The brand was well liked by Physicians hence, the high market share. The messages were strong, the sales force were skilled, the promotional activities were also strong, and yet smaller competitors were stealing market share nibble by nibble. It would be easy to say That is just how it is and we will have to live with it but the analytics uncovered three interesting areas. Firstly, they showed that the reps were de-motivated because they had nothing new to say. The second finding was that cost was an issue, which was really the brands only weakness. To deal with this, the company could take pharmaco-economic data and add it to their rep calls to give the reps something new to discuss. They could incentivize reps to compete region by region, as the analytics also showed performance by region, and use the pharmaco-economic data to show the cost was actually a saving in the long term. The third aspect the analytics showed was that the market had three market share points in play, and it was clear that one of the stronger brands could take three vulnerable market share points, if they were positioned correctly.
Results
Six months later, the analytics were re-employed. The recommendations had been followed and the brand had gained market share for the first time in a few years. They did not take the full three market share points, but they did take a sizeable chunk of it.
Would it be advantageous for you to know how to determine:
- Which market activities will grow market share most effectively, while exploiting the vulnerabilities of
competitors?
- How regional differences affect your promotional efforts? Learn the vital information you need to compete across regions.
- How to accurately predict the specific number of points your market share will grow, based on the budget you are allocated?
BOOK NOW:
WE LOOK FORWARD TO SEEING YOU AT THE EVENT.
P.S. When you register before 31st July 2009, the price will be $779.00 per person; thereafter, the price will
be $997.00 per person.
About Your Trainer
Dr. Andree Bates is the Managing Director of Eularis - www.eularis.com - a company that applies sophisticated analytical processes to quantify the sales impact of specific marketing programs for Pharmaceutical brands. These analyses determine the financial return for individual sales and marketing activities as well as the optimal synergistic combination of activities (and budgets) to have maximum market share growth. Eularis offers brands, and their agencies, the bottom line facts: what messages, what activities (and what budgets) - in what combination - will provide what market share for your brand.
Dr. Bates' career has encompassed Academic, Clinical and Pharmaceutical positions internationally. She has gained wide recognition within the HealthCare Industry internationally for ROI and marketing effectiveness measures in Pharmaceutical Marketing. She is the author of many publications on this topic in peer-reviewed journals. In addition, Dr. Bates has lectured on Pharmaceutical Marketing ROI in the Pharmaceutical MBA Program at INSEAD Business School and on Pharmaceutical Strategy ROI at the Center for Pharmaceutical Marketing Studies, Erivan K. Haub School of Business, St. Joseph's University, Philadelphia.
Author of Best Selling Pharmaceutical Marketing Reports:
- Ensuring Profitable Return-On-Investment (ROI) in Pharmaceutical Marketing: Using Analytics and Metrics to Improve
the Bottom Line
- Pharmaceutical Sales Force Effectiveness Metrics: Are You Measuring the Wrong Things
- Ensuring Profitable Patient Adherence Programs: Using Analytics and Metrics to Improve the Bottom Line
- How to Plan an Effective Generics Defense Strategy: Planning, Tactics and Implementation
International Pharmaceutical MBA Lecturer:
Dr. Bates has lectured on Marketing Return in the Pharmaceutical MBA Program at INSEAD Business School in France, and the Erivan K Haub Business School Executive Pharmaceutical MBA Program in the USA.
International Pharmaceutical Analytics Expert:
Dr. Bates works with top-tier HealthCare companies to create a measurable ROI, accountability and effectiveness advantages. In this capacity, she has also worked with numerous Pharmaceutical brands that have found their brands' bottom line results dramatically improve within 6 months in USA, Europe and Japan.
International Congress Speaker:
Dr. Bates has spoken at 55 conferences in countries including UK, USA, Japan, The Netherlands, Spain, France, Switzerland, Hungary, Germany, Belgium and Monaco.
About Eularis
Eularis provides sophisticated Pharmaceutical analytics that provide data-driven insight into the financial impact of corporate and marketing decisions. Unlike traditional analytics approaches which are lengthy and whose reliance on historical or analogue data reduces their accuracy, Eularis' proprietary 94.8 Analytics Process is based on the current market situation. This proven approach helps Pharmaceutical Marketing Teams quickly plan, measure, validate and optimize their sales and marketing performance. Eularis offers pre-launch analytics, marketing mix modeling (both professional and consumer), portfolio optimization, sales force effectiveness, Managed Care analytics, and patient compliance solutions. Co-headquartered in London and New York City, the company has developed significant experience in the global Pharmaceutical Market through client engagements with AstraZeneca, GlaxoSmithKline, Merck, Pfizer and many others. For more information about Eularis, visit www.eularis.com/
EULARIS ANALYSES:
- Identify all factors really influencing prescriber behavior the most
- Evaluate which messages are having the most impact on actual prescribing
- Quantify the financial impact from each marketing program
- Identify which elements of each program are having most actual prescribing impact
- Determine the most effective mix of sales, medical education, advertising, PR, eActivities, etc. for optimal market
share growth
- Forecast brand performance based on investment assumptions and market dynamics
- Highlight rep quality differences across brands and companies
- Provide Agency League Tables [according to which agencies activities are having most actual prescribing impact]
- Optimize all relevant resources for a brand or portfolio across multiple activities and geographies
Yes, I Want To Improve AND Verify My Marketing Generated Market Share Results, Whilst Being Fully Accountable To The CEO
Fill in the form below to apply to register. You may not be accepted if places are already full but we will let you know if you can make it once you register.
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