Promotion Management encompasses a number of key activities:
Market creation – addressing Key Opinion Leaders (KOLs) even prior to launch to build awareness of the new brand, its position, and its clinical support, when they are not directly involved.
Messaging – translating the positioning into clear messages for different target audiences.
Total promotional investment and choice of promotional channels – determining the optimal level of promotional expenditure and its best allocation to yield maximum return. Today, the sales force is the predominant promotional channel for reaching key prescriber targets, but supplementing that activity with mailings, symposia, professional gatherings, etc, can be highly effective when done rationally with optimal return on investment in mind.
Campaign development and implementation – in today’s global environment, with multi-country campaigns requiring harmonization, ensuring successful rollout is a growing challenge. An intrinsic part of effective implementation is the establishment of metrics to determine what is working and what is not, and to understand Promotion effectiveness. Using the learnings from past experiences to make future decisions ensure an optimized promotion process.
