Use the right tactics for the right markets.
Too many tactics—too little budget. One of our clients realized they had different needs for different markets, but they were unsure how to go about allocating their resources disproportionately. Combine this with several vendors pitching new tactics, and they liked more of the tactics then they could afford.
As a team, we started with a comprehensive regional analysis. Examining each of the 6 P’s of pharmaceutical marketing – Payer, Provider, Population, Prescriber, Product and Place allowed us to determine what the biggest opportunities were in each market.
One of our regional intelligence solutions, “Regional Marketing Assessment” was exactly what the brand needed. Digging into the data, we were able to tell them which vendor tactics had the best chance of success in which markets – instead of subjectively picking their favorite tactic, we were able to pick three tactics based upon solid regional findings. Additionally, instead of launching 3 pilots, we figured out where each tactic had the best chance of success—thus 1/3 of the country got solution A, 1/3 got solution B and 1/3 got solution C.
While the service providers promised great ROIs for all three solutions, the end results out-performed what the service providers had promised because we placed the right solutions in the right markets.
The only thing better than hitting great ROI projections is exceeding great ROI projections!