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BioPortfolio | Business Insights | The Promotional Landscape in US and Europe: Benchmarking promotional ROI and optimizing detailing and journal spend

The Promotional Landscape in US and Europe: Benchmarking promotional ROI and optimizing detailing and journal spend

Promotional activities within the pharma industry operate through various sales and promotional channels with the aim of convincing physicians, patients and payors about the value and efficacy of products. Return on investment (ROI) is the critical measure of success for such initiatives. However, a clear understanding of the ROI generated across various market and lifecycle settings is essential for companies attempting to optimize their detailing and journal advertising strategies in the future. ‘The Promotional Landscape in the US and Europe’ is a new report published by Business Insights that provides detailed strategic guidance for the preparation and execution of successful promotion strategies. This report examines a number of case studies of recent high profile promotional strategies and their associated sales data to provide a comprehensive analysis of the key success factors for detailing and journal advertising across various stages of the product lifecycle. The impact of market and product-level influences on promotional returns are assessed and the most effective methods of measuring promotional performance are also identified. Improve the effectiveness of your promotional strategies by examining the key factors affecting associated ROI and compare the promotional activities of leading companies with this report.

Published: November 2008 - Global. PDF

Table of Contents
Price: $3,835.00 / €2,563.31

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