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Pharmaceutical marketing return-on-investment: a European perspective

机译：药品营销的投资回报：欧洲的观点

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Purpose – A key objective of the 5th Annual Pharmaceutical Congress “Marketing ROI for Pharma” conference was to illustrate how in the midst of a very turbulent environment, and with higher demand for pharmaceutical marketers to deliver bigger profits from increasingly smaller promotional budgets, there are a few critical decision areas that, if addressed appropriately, can help to deliver better return on investment (ROI). This commentary paper aims to provide a summary of what was discussed. Design/methodology/approach – Given access to the conference presenters' original materials, the authors condensed the presentations into a summary article with reference to some recent academic work in the area. Findings – The article summarises the presentations of a number of European pharmaceutical industry practitioners, healthcare professionals and government policy personnel in their assessments of the turbulent European pharmaceutical industry environment and the challenges associated with optimising ROI from promotional spending. Practical implications – The entire paper summarises recent industry practice in Europe regarding how to optimise pharmaceutical ROI with respect to marketing activities and provides actual examples of how to do this. Originality/value – Primarily targeting pharmaceutical industry practitioners, this paper provides a timely and thorough resource for those industry personnel charged with the mission of maximizing pharmaceutical marketing ROI.
机译：目的–第五届年度制药大会“制药的市场投资回报率”会议的主要目标是说明在瞬息万变的环境中，如何满足越来越多的制药商从越来越小的促销预算中获得更大利润的需求，一些关键的决策领域，如果得到适当解决，将有助于提供更好的投资回报（ROI）。本评论文件旨在提供所讨论内容的摘要。设计/方法/方法–可以使用会议演讲者的原始材料，作者将演讲总结为总结文章，同时参考了该领域的一些最新学术著作。调查结果–本文总结了许多欧洲制药业从业者，医疗保健专业人员和政府政策人员在对动荡的欧洲制药业环境以及通过促销支出优化ROI所带来的挑战进行评估时所作的介绍。实际意义–整篇文章总结了欧洲最近的行业实践，涉及如何针对营销活动优化药物投资回报率，并提供了实际的示例。独创性/价值–本文主要针对制药行业从业者，为负责最大化制药营销投资回报率任务的那些行业人员提供了及时而全面的资源。

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