May 4, 2004
Justifying Rx Compliance Marketing
Why Breakeven Analysis Trumps ROI Projections
with Bradford J. Holmes, Sara E. McAulay
Executive Summary (This is a document excerpt)
Faced with anemic pipelines and waning profits, senior pharma managers must champion compliance marketing to make the most of the products they already have in the market. Venturing into compliance will require some trial and error — and new analytical tools — to ensure rational investments. Smart managers will employ breakeven analysis to sanity-check projects and fund pilots, reserving ROI measurement for ramp-up decisions.
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What It Means
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Forrester interviewed 10 vendor and user companies, including: Medco Health Solutions, MicroMass Communications, NDCHealth, Optas, SimStar, Verispan, and several drug manufacturers. We also built a model that uses industry estimates of statin patients' noncompliance to extrapolate lost pharma revenue from all new statin patient starts in one year. Related Research Documents
November 14, 2003, Brief
June 24, 2003, Brief
December 11, 2002, Report |
Compliance Marketing On The Cusp
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Original air date: Monday, August 10, 2009
Special Features
1 Model
Manipulable market sizing or cost spreadsheets
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