Archive for the ‘Return on Investment’ Category

Advanced Analytic Marketing Application

Wednesday, September 9th, 2009

Today, we bring an exciting new marketing solution to pharmaceutical marketing through our unique experience and expertise. Over the past few weeks, we’ve been discussing the power of "customer preference" marketing, consolidating disparate data sources across the brand, improving messaging through segmentation and other related ROI-building ideas. Well, today, we bring to you not an idea or a concept, but an actual product. We introduce a solution set in answer to the challenges facing pharmaceutical marketing." We bring you a methodology and a system to help you dramatically improve ROI. We bring you AIR Health.

Who is AIR Health?

AIR Health LLC is a new division of AIR Marketing specifically targeted to pharmaceutical marketing. AIR is the nation’s leading data-driven, analytical marketing services company, built on the promise to measure and deliver ROI on each and every client program. Our philosophy is in the AIR name: Analytics, Imagination, and Results.

What is AIR Offering?

Building upon AIR Marketing’s expertise and its proprietary analytics technology called CycloneTM , AIR Health has developed two advanced marketing solutions for the pharmaceutical industry.

AccentrxTM: A powerful analytical model designed to aggregate across your brand(s), all relevant physician preferences, as well as all sales and marketing interactions at the individual physician level. The result is a "single view" of each of your physician targets. In short, Accentrx creates an EMR-Electronic Marketing Record-for each physician.

Once the physician profile is aggregated, the power of intelligence is unleashed through Accentrx.

  • Optimized Messaging - On an individual physician level, Accentrx gives you the ability to optimize and tailor messaging for each target physician based on his or her practice behavior, communications preferences and market dynamics (plan formularies, etc).
  • Preferred Marketing Channels - Analyzing individual physician interactions across your various marketing programs (internally and across all your third-party marketing vendors), Accentrx provides you with a Preferred Communication Channel profile for each of your target physicians. This profile sets up real-time benchmarking for individual marketing channel utilization and ROI metrics.
  • Individualized Target MD Communication Plan & Metrics - Accentrx provides you with an optimized message and tactical communication plan across your entire brand’s marketing programs. This preference-driven plan serves as the cornerstone when implementing most of your marketing programs across all sales and marketing channels, working from a single optimized database. Accentrx continues to capture and monitor all sales and marketing interactions across the brand, providing you with real-time longitudinal reporting and ROI analysis.

MyOperon

AIR Health further optimizes your marketing by taking all the intelligence derived from Accentrx on each of your target physicians and creating a pURL (personalized website and URL) for each of your physicians, called MyOperon. These individual pURLs provide a platform for your optimized message across all channels predicted by Accentrx and indicated as the preferred channels by the physician (medical representatives, live e-details, all Med-Ed activities, sample procurement, etc).

Each MD’s MyOperon pURL dynamically changes and adapts as the physician interacts with the site. As the physician clicks on one of your programs, other related marketing and education opportunities are presented in a prioritized fashion based on the physician’s profile and channel preferences. All of these preferences are stored and then leveraged to create an increasingly valuable experience for the physician.

These exciting offerings from AIR Health are based on over a decade of AIR experience and performance developing cutting edge analytical marketing programs for major Blue Chip Fortune 200 companies, including HealthNet, Hershey Entertainment & Resorts and others. You can find some of their stories on our website .

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Taking Marketing ROI to New Levels

Tuesday, September 1st, 2009

Your company has just spent millions, if not billions of dollars over the past few years to develop new and more effective drugs. Your job is to get these breakthrough drugs into the marketplace and convince physicians your product is a better clinical alternative, resulting in prescriptions. You’ve developed a strategy, written positioning statements, tested messaging with numerous focus groups - and yet when it comes time to actual market performance, the numbers are not as promising as you’d expected. Improving return on your marketing investment is your top priority!

At the end of the day, the challenge remains delivering the right information at the right time in the right format to a precise group of physicians. Physicians have already indicated that they look to the Internet to help them with sorting through information and identifying tools to help advance their practices. Your company already has disparate databases with loads of data points. The challenge of course is making sense of all these data points, developing a single view of the physician and then deploying in physician-preferred channels to deliver your message.

A business model that integrates everything in such a powerful mechanism could dramatically lift the return on marketing investment. Plus, a business model and deployment system such as this would not only lift market share, but also be powerful enough to reduce costs! Your world could very easily go from having a 2-3 times return currently seen in most pharmaceutical marketing programs to 20-30 times ROI!

Now, before you start thinking that a business model and system like this cannot exist, let me introduce you to AIR Health (link to microsite). Leveraging decades of analytics-based marketing experience from AIR Marketing, this new solution brings together information from disparate databases to form a single view of the physician. Then it delivers custom messages to these physicians in the format they want and use. It’s automated, it’s personalized, and it’s integrated so that the return on marketing investment is as high as possible.

AIR Marketing has developed a portfolio of success stories in a range of industries delivering this kind of solution. As one of AIR’s clients in the technology industry says in one of the videos, “We hit about a 38:1 return on marketing investment ratio.” Further along in the video, this same client elaborates on how this kind of return was achieved, “It was a very short time period, but the targeting and data analysis was effective in building the campaign and driving revenue”.

If this can be done in other industries, it certainly can be done in pharmaceutical marketing as well. It’s time for pharmaceutical marketers to start leveraging all the tools available to them and deliver these kinds of returns. After all, that is how the great drugs came into existence in the first place - with first-in-class technology and research. Now, extend those same beliefs into your marketing programs with AIR Health and take your ROI to new levels.

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AIR Health’s Innovative Pedigree - Lead Story in DM News

Monday, August 17th, 2009

As you have seen from the video testimonials, market leaders in their respective fields have chosen AIR to lead their marketing segmentation programs. AIR’s innovation has certainly delivered superior results for these clients, and AIR Health will bring this same ground-breaking thinking and expertise to the healthcare industry on September 9, 2009.

These are certainly not the only examples of client success. DM News (Digital Insider), a leading industry publication, recently highlighted AIR’s uniqueness with client Hershey Entertainment & Resorts. Here is an excerpt:

“We realized that we had not been doing enough with our data,” said Tjibbe Lambers, director of marketing analytics at Hershey Entertainment & Resorts. The company began working with direct marketing firm Air Marketing in 2007 in order to consolidate data across its customer relationship channels, sales, accounting and finance departments.

The theme park now has four audiences it targets with unique messaging: its family customers, couples segment, spa visitors and golfers. Hershey’s uses a combination of mailings, customer micro-sites and e-mail to connect with customers. A general brochure is still sent to all of the customer segments. After that, customers receive a follow-up postcard that is aligned with the recipient’s interest category, such as golf. The post card directs the recipient to a PURL, or personalized URL, that provides original content aligned with their interest. For example, golfers might find an “insider’s tip sheet” and spa-goers will see a health and wellness-related article.

“Consumers are tired of the old way of direct marketing,” Elaine Ralls, president of AIR Marketing, told DMNews.

There are many companies that are looking to capture and then analyze marketing and customer data across their organizations. However, Ralls believes her company has hit a “sweet spot” by tying in financial and accounting information as well. In the case of Hershey’s, Air Marketing is able to predict how much revenue various customers within each segment will bring in.

At the end of the day, the results are consistent across four market leaders in four different industries. Market segmentation has revolutionized their marketing, starting with a single view of the customer across all channels and ending with customized message delivery to attain remarkable ROI. In fact, one of AIR’s clients hit a 38 to 1 return on their marketing investment. Now consider how this could augment the usual 2-3 times return you see on most pharmaceutical marketing programs.

This week, you will hear more about AIR Health and its view of a comprehensive EMR/ Electronic Marketing Record for your target physicians. Stay tuned.

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Marketing ROI

Sunday, August 9th, 2009

In today’s economy, every pharma CMO, marketing manager and director is being questioned on the value of each marketing program. The days of free-flowing marketing budgets with bloated sales organizations and non-defined goals are long gone. Today, it’s all about running highly focused campaigns with direct, measurable results. That is what AIR is all about: Analytics, Imagination, Results!

In your microsite video, Andre Fournier from Destination Hotels and Resorts succinctly states, “The past has been about frequency and reach. The future is about quality and are we touching the right people.” In essence, he’s saying the best way to ensure maximum ROI is to have a clear definition of your target audience. The two are intricately related. Marketing campaigns built on effective customer/prospect targeting have a much better chance of delivering a significant ROI. So, what makes targeting an effective marketing tool?
To answer this question, you need to begin by clearly defining the objective for the marketing initiative. Once this is defined, it helps you determine the type of data that can be used.

Once the goal is established, you really need to make sure the parameters defining the target market are adequate. If you’re seeking to lift the ROI of Brand X with a certain group of physicians in a particular geographic market interfacing with specific plan formularies, then having as much information as possible along these parameters will prove to be very useful.

Armed with this kind of targeting definition, your next steps are to determine the most suitable channel(s), develop effective creative and deliver the message through the preferred channels of the individual physician. With this approach, it will be very easy to answer those tough performance questions everyone is asking in a tough economy.

Here are some of the comments on the kind of ROI you can expect when you have a marketing campaign based on segmentation:

Patrick Servino: “The campaign in itself allowed us to target audiences based on profiles that we thought were the most profitable and we developed messaging according to those profiles and custom offers…We hit about a 38 to 1 return on marketing investment ratio.”

Cynthia Ivan, Health Net: “We provided the data, AIR worked their magic spinning it… We got much better responses and we were able to pull in more lead traffic by being more focused on each of the markets while it was the same campaign. It was successful; we pulled in two to three times the number of average leads.”

As I mentioned earlier, we’re preparing a case study video specifically focused on ROI delivered from marketing segmentation. The video will be posted on August 27. Be sure to mark your calendars.

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Posted in Marketing, Return on Investment, Segmentation | No Comments »