Decoding the DNA of Global Product Launches: What Defines True Launch Excellence?
Product launch is a relatively brief moment in a brand’s life cycle. However, the importance of that moment in terms of the level of investment, the fate of the product and the success of the company cannot be overstated.
A recent study conducted by IMS Health found that outstanding launch performance is rare, and consistently high performance across markets is even rarer, suggesting gaps in launch strategy that companies can’t afford to ignore. But identifying those gaps and, even more importantly, ways to close them, can be tricky. Without a solid, empirical understanding of the key determinants of launch success, companies may approach this crucial moment blindly, wasting resources and missing opportunities.
July 2007
Measuring the Effectiveness of DTC Advertising
Tracking patient characteristics and behaviors over time can assess the effectiveness of DTC advertising in expanding the market and fostering long-term patient relationships. Tim Kelly and John Busbice explore how.
July 2007
Direct Marketing: Connect with Color
Although pharmaceutical manufacturers are hardly stampeding to the internet, most are aware of the advantages and of the imminent necessity of engaging audiences online as part of their direct marketing efforts. And of those that have taken the plunge, many are finding success. Tim Kelly comments on the impact of online marketing programs.
June 2007
The Science of Planning
Can a science-driven approach be applied when establishing promotional strategies for brands? David Gascoigne looks to three recent case studies for examples.
May 2007
Are You Getting the Message?
David Gascoigne explains the importance of understanding — and improving — the impact of messaging on prescriber behavior.
May 2007
Spend Trends Hang 10: DTC Hits its First Decade
Direct-to-consumer advertising officially becomes a "tweenager" this August—and, oh my, how it has grown. In this article, get the latest media spend trends, as well as an in-depth look at DTC.
May 2007
From Message to Prescription: New Techniques for Determining Message Impact
Today, as pressures mount on pharmaceutical companies, it is more important than ever to maximize the value of physician details. In this special report, three industry experts explain how to get the right physician through the right vehicle. Click here to view the webcast upon which the article is based.
February 2007
Getting the Mix Right
This two-part article, published in Pharmaceutical Executive Europe, explores the viability of e-detailing and the factors that should be considered when evaluating this promotional channel. Case study examples highlight promotional effectiveness and demonstrate why many leading pharmaceutical companies are embracing this means of communicating with prescribers.
September/October 2006
The Right Message, Better Results: Understanding — and Improving — the Impact of Messaging on Prescribing Behavior
Traditional research approaches link data to prescriber intentions but fall short of measuring the true effect of messages on prescribing behavior. New analysis shows that messaging linked to a change in physician behavior can increase the effectiveness of detailing efforts by an extra 10 to 20 percent, a significant opportunity given the current competitive climate and growth challenges.
November 2006
The ‘Science’ of Promotional Planning: Evidence-based Analyses Optimize Promotional Returns
This article, published in MedAd News, describes how companies of all sizes and specialties can gain significant competitive edge and enjoy greater commercial success by infusing greater analytical rigor into the promotional planning process.
May 2006
A New Era in Promotion Management: Adding Greater Certainty to the ROI Equation
This article published in Medical Marketing & Media focuses on the need to bring better information and more sophisticated analytics to bear on promotional questions and opportunities.
October 2005
To Market, To Market: The Seven Steps of Launch Effectiveness
Seven steps have been identified to launching a pharmaceutical product into the marketplace successfully
January 2005
Free Thinking
Without set methods of evaluation, PR still falls far behind other elements of the marketing mix in the minds of marketers.
Why should marketers change their perceptions?
January 2005
A $20 Billion Bill and Plenty of Change
This article featured in Pharmaceutical Executive details the pharmaceutical industry's marketing spend and promotion trends.
September 2004
Can Pharma Reap a Positive ROI from DTC?
While early judgments on the benefits of direct-to-consumer (DTC) advertising may have disheartened pharmaceutical advertisers, evidence from a recent study by IMS Consulting suggests those verdicts were both premature and short-sighted.
September 2004
DTC at the Crossroads: A“Direct” Hit...or Miss?
Contrary to earlier research suggesting low or negative return on investment (ROI) for DTC, recent studies—more relevant to current market dynamics—tell a different story according to this IMS White Paper.
Compared With What?
The importance of internal and external benchmarking in setting launch expectations, gathering the right resources and being positioned to rapidly identify arising issues.
December 2003
