For Healthcare & Life Sciences Professionals

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	May 4, 2004 Justifying Rx Compliance Marketing Why Breakeven Analysis Trumps ROI Projections by Elizabeth Boehm with Bradford J. Holmes, Sara E. McAulay

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Executive Summary

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.

TABLE OF CONTENTS

• Compliance Marketing On The Cusp
• ROI Projections Won't Cut It For Compliance Pilot Decisions
• Rational Compliance Investments Hinge On Timely Analysis

WHAT IT MEANS

• Compliance Marketing Requires New Rewards
• Supplemental Material
• Related Research Documents

This is an excerpt

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