Understanding & Projecting the impact of promotion

Transcript:Understanding & Projecting the impact of promotion:
Understanding & Projecting the impact of promotion The Economics of Promotion What is my Background Education Associated Arts Degree in Pre-Engineering Bachelors Degree in Business & Applied Mathematics Masters Degree in Business & Applied Statistics PhD (ABD) in Business and Applied Economics, with a Statistics Major Professorial Professor/Instructor … Statistics, Marketing, Computer Simulation, Marketing Research at California State University (San Luis Obispo, California), University of Montana, New Jersey Institute of Technology, Farleigh Dickinson University, What is my Background (continued) Professional Researched the value of R&D support given by The National Institutes of Health and The National Science Foundation, and evaluated research findings/reports Started and sold several research businesses Strong background in all areas of pharmaceutical promotionStrong background in a host of Therapeutic areas Created & implemented the analytic methodology that permits the analysis and projection of impact of a fully integrated promotional campaign … studied the fully integrated promotional campaigns of over a thousand different pharmaceutical products Professional career, for the last 35+ years, has focused on understanding the role of promotion, each of the promotional modalities and how they come together to create a campaign work What is my Background (continued) Promotional Research Studied several hundred Pharmaceutical Mail campaigns Studied all aspects of Detailing for many Pharmaceutical companies Reach Frequency Multiple Sales Forces Studied all aspects of Journal Advertising Single page through multi-page units Single and Multiple Insertions Studied many levels of PME /CME Dinner meetings Small and Large Groups Convention/Conference meetings Etc., etc., etc. What is my Background (continued) Promotional Research (continued) I have built proprietary promotional models for many different pharmaceutical companies in the US The basis of the research finds its roots in solid Economic Theory, Various aspects of Physics, Marketing and Promotional Theory, and Finance and Investment Theory(s). The approach has proven to be highly accurate across 100’s of products and many therapeutic classes Have completed several hundred integrated promotional studies, covering over a 1,000 products One has to keep in mind that Marketing Theory and Promotional Theory DO NOT change from one therapeutic class to another. What does change is the competitive Environment. Presentation Recipients in Canada Merck … Directors and entire marketing team Novartis … VP of Marketing, Analytics, and Senior Members of Brand teams BMS … VP of Marketing and all members of Brand Teams Abbott … Directors and Product Managers Pfizer … VP of Marketing, Product Managers from Primary Care Sanofi