Since 1982, we have studied over 7,800 pharmaceutical campaigns to develop a norm-based, systematic process to improve campaign development & promotion, from pre-launch promotional budget planning to measuring sales performance.
Our proprietary process is a unique blend of quantitative and qualitative research which enhances accurate budgeting, message measurement, promotional tracking and sales force support. It can help you increase sales and market share by evaluating how promotion leverages the sales force in communicating the core promotional message.

By understanding prospects’ “information inventory” and competitors’ advertising strategies, marketers can better invest communications dollars more efficiently and effectively.

Whether you rely heavily on an ad agency or handle most marketing communications in-house, good research can help you fine-tune your strategy and marketing investments, resulting in greater promotional impact, cost-effectiveness, and increased sales.

    Solutions for Defining Strategy
    Solutions for Developing the Campaign
    Solutions for Measuring Success
 
Solutions for Defining Strategy

• What are our exposure goals?
  Set goals for exposures and promotional budgets using data and historical norms 
  and zero-based budgeting.
    • Promotion Planning Model

• What marketing mix will achieve those goals?
  Allocate dollars to the marketing mix using actual physician usage and
  exposure potential.
   • Sources & Interactions 2010

• How will this campaign interface with the competitive environment?
  Refine the strategy by understanding competitive advertising strategies and
  share of voice.
    • Market Opportunity Reporter® (MORe)
    • Evaliant Online Intelligence

Solutions for Developing the Campaign

• How effective is the creative with client targets?
  Research competitive journal advertising and market creative, then test the
  campaign to ensure proper recognition, recall, message retention, etc.
    • JARScan™
    • CTS™ PreTest

• Where should we invest to get the most impact?
Determine the optimal media and schedule to meet reach/frequency goals
    • Syndicated & Custom Readership Studies (print readership)
    • Healthcare Market Intelligence (Website traffic)
    • Non-Journal Media Study
    • SRDS Media Solutions (external link)

Solutions for Measuring Success

• Did the campaign change perceptions or drive sales?  
  Test campaign for actual recognition, recall, message retention and compare to
  category-specific norms.
    • CTS™ PosTest
    • CTS™ Plus