A Holistic View of Optimizing Brand Performance


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Product Description

As pharma companies cope with increasingly limited budgets, they are demanding that marketing be accountable for demonstrating ROI on promotional activities. For a true read on results, however, companies must move from looking at sales and marketing individually to viewing them holistically — and understanding how they work together to drive brand performance. Typically, companies assess marketing’s ability to create pull for a brand among physicians, patients, and other stakeholders separately from how sales creates push. This is not surprising, since most companies have different reporting structures for sales and marketing. As physician-centric sales programs gain force, some distinctions are becoming blurred — but they still exist. Pharma brands must determine whether they face a pull or push challenge, and what the issues are within each. They also must learn to combine push and pull strategies…