Marketing mix optimization
Pharma companies spend a lot of time and money on field force sizing. But, setting relative spend levels on other aspects of the marketing mix is often an afterthought that is delegated to advertising agencies.
This can be a mistake. Marketing mix setting is too important not to understand thoroughly - and advertising agencies interests (maximising advertising revenues) are not perfectly aligned with pharma company interests (maximising sales).
The impact of a given media mix will depend on ...
- The relative impact of different media.
- The reach (what proportion of the target audience is exposed to each medium).
- The frequency (how often different doctors are exposed to each medium).
- The overlap across the different media.
- The cost per exposure of the different media.
If we know the above and if we have a good 'media reach and frequency distribution model', it is possible to calculate the optimal marketing mix for your product.
Inpharmation has developed the most powerful pharma specific media reach and frequency model available. It can powerfully illuminate where you should be spending your marketing budget for maximum impact.
For full information on marketing mix planning for pharmaceuticals, please fill in the form below...
