 Spectrum --
June 2008
 Introduction:
Pharmaceutical marketing is in trouble—campaigns are not as
effective as they should be, and costs have spiraled out of control. Marketing
expenditures are the single largest corporate investment at most pharmaceutical
companies and are running at almost twice the spend of R&D. How can
companies improve their return on investment (ROI)? We propose a three-tiered
approach to improve the value of pharmaceutical marketing investments by
increasing ROI.
Get the Answers You Need to Shape Your Strategy:
 Pharmaceutical companies face extremely volatile economic,
regulatory, technological, and competitive conditions. What strategies
should companies employ in response to these challenging conditions? How does
their approach to marketing need to change to succeed in this evolving market
landscape?
Pharma’s marketing ROI has been declining. What impact has
their burgeoning market spend had on their public image and on their relations
with investors? What can companies do to improve their ROI? How do they
maximize their marketing effectiveness?
Marketing audits are widely used as diagnostic tools to
examine a company’s marketing efforts. What factors do these audits
evaluate? What is the overall objective of these audits, and what benefits can
they provide?
Scope:
Radical changes in marketing strategies: evolution of
the pharma marketing dilemma, the great pharma marketing spend fest.
Marketing efficiency considerations: ROI measurement,
ROI modeling, the metaphorical ROI straightjacket.
Key issues for effective marketing: marketing audits,
management tools, marketing capability, changing customer configurations, the
new pharma marketplace.
Special feature—our analysis of pharmaceutical marketing
audits: an analysis of 60 audits performed at 14 pharmaceutical companies
in 36 countries, 10 key findings across companies.
Three-tiered approach to fixing the marketing ROI problem:
strategic foundation, multimarket companies, execution.
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