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INTRODUCTION BY DR MICHEL ROD

The 5th Annual Pharmaceutical Marketing Congress - Marketing ROI for Pharma - held in Amsterdam 14-15 November 2005, organised by eyeforpharma, proved to be another successful event for those pharmaceutical managers/executives, consultants, healthcare practitioners and academics in attendance. Over the course of an excellent series of presentations, workshops and discussion panels, it became evident that although marketing return on investment (ROI) is still a very hot topic, it remains an area in which there is still much to learn and to apply.

The objective of this year’s conference was to illustrate, in the midst of a very turbulent environment - with a higher demand for pharmaceutical marketers to deliver bigger profits from increasingly smaller promotional budgets - that there are a few critical decision areas which, if addressed appropriately, can help deliver better ROI. This objective was met through a series of discussions in which data access and analysis leading to improved segmentation, targeting and positioning of customer solutions, effectively communicated and suitably delivered, were recurrent themes. These themes encompassed such practical suggestions as: identifying the key metrics and analytics needed to track trends in prescribing behaviour; designing, creating, implementing and executing marketing models that effectively measure ROI and gauge customer satisfaction; assessing the validity of ROI analysis, especially in comparison to the competition; and then using all of this information to determine the best allocation of promotional resources in selecting the most appropriate segments to target with specific marketing communications through the most appropriate marketing channels, such that promotional investments can be optimised. Unlike last year’s conference, there was, perhaps, also the suggestion that ROI is not necessarily the metric that should monopolise our thoughts - and that, perhaps, in conjunction with ROI analysis, there should be a broadening of perspective to start embracing the notion of marketing accountability and effectiveness, such that we are able to see both the forest, and the trees.

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