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Pharmaceutical marketing return‐on‐investment: a European perspective

Michel Rod (School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand)
Nicholas J. Ashill (School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand)
Janet Carruthers (School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 3 July 2007

3542

Abstract

Purpose

A key objective of the 5th Annual Pharmaceutical Congress “Marketing ROI for Pharma” conference was to illustrate how in the midst of a very turbulent environment, and with higher demand for pharmaceutical marketers to deliver bigger profits from increasingly smaller promotional budgets, there are a few critical decision areas that, if addressed appropriately, can help to deliver better return on investment (ROI). This commentary paper aims to provide a summary of what was discussed.

Design/methodology/approach

Given access to the conference presenters' original materials, the authors condensed the presentations into a summary article with reference to some recent academic work in the area.

Findings

The article summarises the presentations of a number of European pharmaceutical industry practitioners, healthcare professionals and government policy personnel in their assessments of the turbulent European pharmaceutical industry environment and the challenges associated with optimising ROI from promotional spending.

Practical implications

The entire paper summarises recent industry practice in Europe regarding how to optimise pharmaceutical ROI with respect to marketing activities and provides actual examples of how to do this.

Originality/value

Primarily targeting pharmaceutical industry practitioners, this paper provides a timely and thorough resource for those industry personnel charged with the mission of maximizing pharmaceutical marketing ROI.

Keywords

Citation

Rod, M., Ashill, N.J. and Carruthers, J. (2007), "Pharmaceutical marketing return‐on‐investment: a European perspective", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 1 No. 2, pp. 174-189. https://doi.org/10.1108/17506120710763013

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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