Understanding and quantifying benefits of a promotion is a marketer’s predicament as old as the concept of advertising itself. Today, the problem of identifying and quantifying the returns from each channel has become all the more difficult because of growing channels and data complexity and a highly competitive, faster-paced Pharma industry landscape.

As the pressure to be more accountable with marketing spend is growing on the brand managers, it has become critical for them to evaluate each element of their promotion strategy in great detail and allocate the resources appropriately. They have to have real industry insights to make right trade-offs amongst the various channels available so as to maximize returns on each dollar spent. But identifying the optimum promotional channel mix for Pharma industry is a complex process that requires in-depth knowledge and expertise as

• All channels are interdependent
• Level of effort varies significantly with each channel
• Promotion order has significant effect on effectiveness
• Response to multi-channel mix may vary significantly by physician in the same segment
• Interaction between multiple factors like - the brand, specialty, therapeutic class and physician attitude determine the true effectiveness of a channel

marketRx Offering
iPlex™, our web promotion mix optimizer utilizes multi-channel promotion response models and provides a flexible and user-friendly scenario planning interface to optimally allocate your marketing budget across promotion channels in multi-region, multi-product and/or multi channel scenarios. Our solution effectively measures the impact of promotional activities and analyzes the reasons why some promotions work better than the others.

How do we do it?
Our robust methodology, coupled with our technology and analytics strength helps you to analytically determine the optimal allocation of resources across channels & portfolios to maximize incremental return on investment.

• Robust technology foundation with strong R&D focus and continuous improvements
• Extensive experience in providing ROI based sales and brand management solutions
• Helps you derive actionable strategic plans that are aligned with your company’s goals and objectives.
• Provides you the flexibility to create business scenarios to accurately reflect your business rules, constraints and the prevailing market environment.
• Web-based solution enables you to build, and evaluate scenarios globally in a collaborative environment