 | Evidence-Based Promotional Investment:
Optimizing Your Promotional Mix in Challenging Economic Times
An OnDemand presentation from the event held
Tuesday, May 12, 2009 12:00 PM ET - 1:00 PM ET
Personal selling has come under increased scrutiny as the largest item in promotional budgets for pharmaceutical companies. Sales representatives can be very efficient in launching new products but they are an expensive way to manage or grow more mature brands. Controversy also endures regarding the role and return on investment (ROI) of direct-to-consumer advertising and speaker programs. Other components of the professional marketing mix, such as e-promotion and journal advertising, produce excellent marketing return on investment but they may have relatively low levels of actual revenue impact. Whether for maximizing the launch of a new product or optimizing promotion for a brand, evidence-based marketing is the critical issue. The reality is that your product does not exist in a vacuum, and in order to react to the dynamics of your competitive environment, you need to know how changes in your competitors’ promotional activities will affect you.
Key Take-Aways
- Optimize the level, mix and timing of your promotional mix
- Determine the most effective counter-strategies to competitive promotional campaigns
- Maximize the launch of a new product
Who Should Attend
- CEO, CFO, COO
- Vice President of Marketing and/or Sales
- Brand Managers / Product Managers
- Marketing Science / Business Analytics / Marketing Research
- New product and in-line Forecasters
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