1 Quantify the costs of communication channels in pharmaceutical marketing strategies
The pharma industry still relies heavily on massive field sales forces. It’s ironic that as doctors and health purchasers become more time-pressed, the models of purchase and influence become far less dependent on face-to-face presentations.
Because understanding the solution is partly a numbers game, the start has to be to get an accurate picture of the costs of each marketing channel. Not simply the media costs of advertising or the sponsorship costs of conferences, but the breadth of internal and external costs that collectively account for the total energy of a sales and marketing operation. The value of field salespeople has changed, along with their role as closers and decision facilitators within the deal-making process. Collate this together and discover the real marketing mix and the options for behaving differently.