Didi Discar, MEDACCESS

June 3, 2009

Pharmaceutical Executive

Pharmaceutical Executive, Pharmaceutical Executive-06-03-2009, Volume 0, Issue 0

To help make the most out of a client's marketing spend, the preferred method is to utilize hard data, such as new patient starts, or prescription movement.

Didi Discar

PARTNER | MEDACCESS

To help make the most out of a client's marketing spend, the preferred method is to utilize hard data, such as new patient starts, or prescription movement. These data are quantifiable and carry a strong degree of specificity. A secondary method for tracking success is to employ less direct forms of information, or soft data, such as AAU studies or unaided recall. While anecdotal, soft data can help agencies track trends in consumer knowledge and perceptions, and also can be invaluable for measuring the effectiveness of current marketing messages and campaigns. Another approach an agency can use to maximize a client's ROI while bringing value to the brand is to prioritize projects against sustainability. Invest in an initiative that can act as a cornerstone for other projects to extend the brand, as well as the bottom line. This process begins with a solid concept and on-target content that help to inform subsequent materials. When the initial idea soundly meets strategic objectives, each campaign element thereafter can lead to increased brand identity, as well as an extension of a client's dollar.

Didi Discar

Regarding patient compliance, messages to patients should promote disease awareness, as well as treatment facts—there is a medication that can help, it's readily accessible, and the therapy may make it easier for patients to cope with their disease, paving the way for a better quality of life. Making the connection between integrated managed markets and overarching brand messages can also leverage accessibility to medications.

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