MARKETING EFFECTIVENESS FOR A GLOBAL PHARMA COMPANY
To Assess the impact of different marketing activities on sales for a global pharma major.
Brandscapes Marketing Mix Modelling (MMM) provided directions for the following key business questions:
Contribution of each marketing activity to sales
Sales elasticity to spends on each activity including saturation point
Efficiency of spends for each activity
RoIe across various marketing activities
A simulator helped develop the optimal spend mix & recommended budget allocation.
The analysis helped the Client identify the most suitable marketing channels (Detailing, in-clinic, digital…) to achieve their marketing objectives and maximise returns.
They were able to optimize spend levels in the context of their market and organization realities.
Optimisation of marketing spends to maximise ROI from each activity, within the same budget