Marketing strategy optimization
Putting the discipline back into the discipline of marketing
There is a large body of empirical research which has clearly indicated that certain marketing strategies tend to be more successful than others. And the optimal strategy varies according to circumstances.
However, many pharma marketing plans are 'evidence free zones'. Not only do they not use the proven best strategies, they actually adopt strategies that have been proven to be highly ineffective.
Part of the problem comes from aping consumer goods brands.
Pharma marketing suffers from consumer goods envy. We would all like to build brands like Coca Cola. Consultants often teach pharma marketing with reference to brands like Coke.
But pharmaceuticals are not like Coca Cola. Coca Cola is what is known as a 'transformational product' which simply means that people buy it for fun. Pharmaceuticals are what are known as 'informational products': people use them because they have a problem they want to solve. It is well established that informational products require a profoundly different approach to marketing than transformational products.
This is just one of the many examples of pharma marketing strategies that are ineffective because they contradict well established empirical laws for good marketing.
Inpharmation has completed a massive research project to codify all the known facts about what delivers effective marketing for pharmaceuticals.
These findings have been built into a sophisticated software package that allows you to identify the evidence based marketing strategy that will produce optimal sales for your brand.
For full details on evidence based marketing strategies as well as optimal marketing mix assessment, please fill in the form below...
