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TGaS Pharmaceutical Brand Marketing Benchmarking 5dec2013

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A brief intro to TGaS Advisors and what we provide to our brand benchmark members

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TGaS Pharmaceutical Brand Marketing Benchmarking 5dec2013

  1. 1. Brand Benchmarking and Advisory Services TGaS Advisor Capabilities December, 2013
  2. 2. Agenda • TGaS Advisors Approach • Brand Marketing Benchmark Deliverables • Options for Investment 2
  3. 3. Value to Brands in Market  TGaS methodology − Gather quantitative and qualitative information from across participating brands − Keep the information blinded and confidential − Provide a comparison against other similar brands − Suggest specific actions based on analysis and experience  Value to brands − Objective look at ongoing efforts − Decisions based on changes in strategy, lifecycle − Make decisions on emerging tactics  Examples of outcomes − Identified $250,000 used inappropriately based on brand strategy − Identified key area of underfunding / opportunity for more efficient spend to reach HCPs 3
  4. 4. TGaS Advisors: Driving Excellence Access Answers Advice To industry experts and the TGaS network To the questions you’re asking To achieve operational excellence ● Unrivalled network of peer companies and colleagues ● Practical strategies and recommendations ● 20+ year industry veterans ● Facts and data based information about resources, capabilities, trends ● Proprietary database and methodologies ● Actionable insights for strategic, tactical and/or urgent needs ● Continuous support to move from planning to effective implementation ● “Implementation agnostic” 4
  5. 5. TGaS Commercial Organization Solutions Sales Strategy • Sales operations • Inside Sales Teams • Training development • Training Innovation & Learning Technology (TILT) Additional Benchmarks • Oncology Improvements Marketing Operations • US/Global Marketing • Marketing Sciences • Marketing Operations • Digital & Relationship Marketing Managed Markets • Account Management • Canada A&R • Marketing • Publications Resources • Contract Management • HEOR • Trade Metrics 5
  6. 6. TGaS Advisors’ Broad Network 6
  7. 7. Portfolio and Prescription Brand Data 40+ Pharma Companies 200+ Rx Brands Overall Marketing Heads & Spends 60+ Brands Detailed Tactical Spends & Performance Pre Launch Launch Growth Mature Brand defines appropriate set for benchmarking analysis from condition prevalence, lifecycle, and custom characteristics 7
  8. 8. Agenda • TGaS Advisors Approach • Brand Marketing Benchmark Deliverables • Options for Investment 8
  9. 9. TGaS Brand Benchmark Services 1. Annual Benchmark: tactical choices and investment by tactic, trends, qualitative feedback a. Consumers b. HCPs 2. Digital Marketing Performance Metrics: Analysis and recommendations based on quant metrics showing results from paid search, digital display, website, more a. Consumers: bi-annual b. HCPs: bi-annual 3. Annual Invitation-Only Summit 4. Ongoing benchmark member questions (“virtual how”) 9
  10. 10. Data Collection and Analysis We start with data from existing reports… Vendor Reports Org Charts Interviews Benchmark Data Across Brands Planning Documents Standardization & Cohorting Existing Research …and deliver a blinded, confidential comparison of: • Tactical mix • Investment • Results metrics • Processes • Staffing • Infrastructure • Plans Budgets Fact-based insights 10 10
  11. 11. Sample Analysis: Brand Marketing Budget by Cohort • • • Cohort defined by discussion with brand; subset of 200 brands Brand A not aware that they were spending less than benchmark Set new standard for upcoming launch budget Lifecycle Stage <=18 mos to launch US Marketing Budget launch to 2 yrs 2-5 yrs post-launch >5 yrs post-launch n = 61; Custom Cohort Brand A Revenue Benchmark Range Source: TGaS Headcount & Total Marketing Spend Brand Database Low prevalence cohort; p < .05; Outliers Removed “Marketing” includes: all mktg program development costs, media costs, agency fees. Does not include costs for: personal promotion (sales meetings, speakers programs, conference fees), samples, managed care promotion, market research 11
  12. 12. Sample: HCP Non-Personal Offline Marketing Budget • • Brand A spends twice benchmark average for this cohort Other brands in this category are providing co-pay cards to physicians – is this a competitive disadvantage? Cohort A Benchmark Avg* Brand A Print Collateral (brochures, sales aids, leave behind pieces) $370,000 $825,000 Coupons/Vouchers/Savings Cards $280,000 Direct Mail $60,000 Journal Ads $224,000 $367,125 *Average of all brands who do a tactic; significantly different brands removed for some tactics data for illustration only 12
  13. 13. Digital Marketing Performance Benchmarks Tactic Metrics Website Visits Engagement Rate (2+ Page Views) Enrollments, Enrollment Rate Prevalence and annual budgets eDetailing Digital Display Digital Sponsorship PDA 3rd-Party eMails Banner / Display Advertising Impressions Clicks Cost per Impression Cost per Click Paid search Impressions Clicks Cost per Impression Cost per Click House Email Sent Opened Open Rate 3rd-Party Email Sent Opened Cost per Send Cost per Open Across both consumer and HCP marketing 13 13
  14. 14. Sample Performance Metrics: Consumers This pattern suggests: - Search volume could be increased - Banners efficiencies could be improved 102,000 25,000 $2.50 $2.18 43,000,000 10,313,768 94,000 14,746 RATING KEY: Cost per impression (CPI) $0.010 $0.012 Well above benchmark $4.20 $8.26 52,127 Not Appl. Above benchmark 95,000 170,000 At benchmark 60% 62% 4,350 494 10% 2% Delivered Paid Search Brand A: 3Q12 Clicks Tactic Rolling Cohort Average per month 4,000 1,350 Open rate 10% 9% Measure Clicks Cost per click (CPC) Impressions Banners Cost per click (CPC) CPA Number of enrollments Visits Web Site Engagement rate Enrollments Enrollment Enrollment rate Email Your Rating Below benchmark Well below benchmark Data for illustration only 14
  15. 15. Sample Performance Metrics: HCP Banners • Brand X is above benchmark for volume, within range for CPC • Recommendation: for an awareness buy like this, Brand X could consider more volume at lower CPCs Recommended target for your brand benchmark average Brand x benchmark average = Brand x = Benchmark Brands Note: outliers removed 15
  16. 16. Sample Trends: HCPs: Video / Online Media • Highly targeted media has grown as targeting has become more sophisticated • Slight interest in augmented reality, likely linked to events or specific disease states (eg, CNS) % Yes in % planned for 2014 2013* 33% 67% *2012 study participant indicated planned for 2013 16
  17. 17. Ongoing Advisory: Questions from our Benchmark Members  We get questions about “how do other pharmaceutical companies do that?”  Some we answer with a database analysis, others we field as surveys – a “virtual how”  Recent short questions − We are starting a program with retail pharmacies. What do other companies do for these? − Do you have some examples of pharma sites that are mobile-optimized, so that I can see what those look like? − What is the effect of banners that aren’t clicked? − What are other marketers doing about the recent FDA guidance on generic names? 17
  18. 18. Deliverables: Advisory Services, White Papers and More            Recommendations on FDA Announcement Regarding Generic Names Rotational Positions and Internships in Marketing Facebook Recommendations (update) Mobile Recommendations and Benchmarks ISI Handling on Mobile Interfaces Centralization of Media Expertise Co-Pay Program Landscape Digital TV Basics (November Summit) EMR effects on physician’s practices (November Summit) Competitive buys of paid search keywords Future Marketing Trends  Workshop on emerging trends in marketing  More, as requested 18
  19. 19. Agenda • TGaS Advisors Approach • Brand Marketing Benchmark Deliverables • Options for Investment 19
  20. 20. Membership and project options Option Investment Full membership, in-market brand • Results against selected brand cohort • Annual planning benchmark • • Bi-annual consumer digital performance benchmark • • $85,000 Analysis and recommendations based on quant metrics showing results from paid search, digital display, website, more (2) Bi-annual HCP digital performance benchmark reports • • Tactical choices and investment by tactic, trends, qualitative feedback (1 report) Same as consumer, but for HCP-specific efforts (2) Advisory support (as needed) Digital media benchmark • HCP digital performance benchmark (1) • Consumer digital performance benchmark (1) $30,000 Pre-launch brand benchmark: • tactical choices and investment by tactic at launch for similar brands (1) $45,000 All prices are fixed fee and include local travel to New Jersey. Scaled prices for multiple brands/svcs. 20
  21. 21. Thank You! Donna Wray http://bit.ly/1ejzdr5 Vice President Digital & Relationship Marketing 610.233.1209 dwray@tgas.com Rich Dudek http://bit.ly/16yPZh0 Sr. Vice President Marketing Advisory Practice 610.292.4722 richard.dudek@tgas.com Copyright 2013 TGaS® Advisors, LLC. All Rights Reserved. Reproduction, distribution, and use of this report are subject to the terms of your agreement with TGaS® Advisors, LLC. The report may not be copied or used without the express written consent of the owner. Information in this report has been obtained from a variety of sources and cannot be warranted. Sources include, but are not limited to, proprietary data services, government information, industry publications, Client press releases, websites, marketing materials and other Client content, and other generally available public information. This report is not intended to include a complete study of every material fact or opinion contained in the report. All statements, facts, information, analyses, interpretations, and opinions contained in the report are provided “As Is” and are made without representation or warranty of any kind by TGaS® Advisors, LLC or its affiliates, officers, employees, contractors, or business partners as to accuracy, completeness, usefulness, merchantability, fitness for a particular purpose, or otherwise. 21

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