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Measuring Marketing Channel Effectiveness
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Realizing ROI from Multichannel Marketing: new report reveals keys to success
Multichannel marketing (MCM) certainly isn’t new for pharma marketers – so why is internal commitment and ongoing investment so difficult to agree? A plethora of channels, target segments and technological challenges all add complexity and hamper decision-making clarity. This new report delves below the surface to uncover exactly how MCM can be measured effectively and how ROI goals can be achieved.
Measuring Marketing Channel Effectiveness: Improving the ROI of Multichannel Marketing makes compelling reading as it reveals insights and the successful strategies used by 13 pharmaceutical marketing experts. Based on in-depth interviews as well as secondary research, readers will find out what goes wrong and why – as well as the key factors and activities that determine success.
“ROI should always be a demand from leadership. There is no point operating MCM if we are not able to show ROI. However, while it is important to keep this principle, it is also good practice to not overkill in the beginning of any business model transformation.”
Kyriakos Zannikos, formerly of Abbott EPD
Top Takeaways and Key Questions:
- ROI monitoring and evaluation tools are a ‘must’: How can CRM, CMS and business intelligence investment be justified? What specific ROI measures and insights do they enable?
- Measuring MCM ROI is broader than previously believed: Which quantitative and qualitative metrics are the most powerful when measuring MCM effectiveness? When should they be used and how often?
- Focus remains on an individualised customer experience: How important is customer engagement when assessing the complete picture? Can MCM measures be customised sufficiently to enable enhanced monitoring and ROI?
- Some pharma companies are gaining ground: Who is using digital channels successfully; what do they do well? Which strategies are showing most promise? What is the single ‘make or break’ factor when embracing MCM?
- Traditional marketing skills are not enough: Digital marketing plays a crucial role in successful MCM strategies. What experience is needed? Can existing staff be trained or is ‘new blood’ a necessity?
Experts Interviewed for This Report
- Kamil Levent Arslan: Former Sales & Stakeholder Relations Director at Janssen, Pharmaceutical Companies of Johnson & Johnson
- Bill Cooney: CEO, MedPoint Digital Inc.
- John Gerow: Service Team Strategy Partner, Ashfield and Principle at JG Consulting Inc.
- Lanre Ibitoye: Director, Head of Digital Experience at Teva Specialty Pharma
- David Laws: Thought Leader and Customer Advocate, Global Partners
- Danilo Pagano: Customer Engagement & Multichannel Director, Merck Sharp & Dohme (Merck & Co.)
- Panos Papakonstantinou: Head Digital Commercial, Europe at Novartis
- Sarah Rickwood: Vice President, European Thought Leadership, IMS Health
- Tim Ringrose: CEO, M3 EU Ltd
- Pierre van Weperen: Diabetes Sales Director UK at Novo Nordisk
- Donna Wray: Vice President, Digital & Multichannel Marketing, TGaS Advisors
- Kyriakos Zannikos: Former Global Head of Multichannel Management, Abbott EPD (later acquired by Mylan)
- Anonymous: Head of Digital at a large pharma company
Need more information? Contact a consultant for an executive summary and sample pages from the report.
Realizing ROI from Multichannel Marketing: new report reveals keys to success
Multichannel marketing (MCM) certainly isn’t new for pharma marketers – so why is internal commitment and ongoing investment so difficult to agree? A plethora of channels, target segments and technological challenges all add complexity and hamper decision-making clarity. This new report delves below the surface to uncover exactly how MCM can be measured effectively and how ROI goals can be achieved.
Measuring Marketing Channel Effectiveness: Improving the ROI of Multichannel Marketing makes compelling reading as it reveals insights and the successful strategies used by 13 pharmaceutical marketing experts. Based on in-depth interviews as well as secondary research, readers will find out what goes wrong and why – as well as the key factors and activities that determine success.
“ROI should always be a demand from leadership. There is no point operating MCM if we are not able to show ROI. However, while it is important to keep this principle, it is also good practice to not overkill in the beginning of any business model transformation.”
Kyriakos Zannikos, formerly of Abbott EPD
Top Takeaways and Key Questions:
- ROI monitoring and evaluation tools are a ‘must’: How can CRM, CMS and business intelligence investment be justified? What specific ROI measures and insights do they enable?
- Measuring MCM ROI is broader than previously believed: Which quantitative and qualitative metrics are the most powerful when measuring MCM effectiveness? When should they be used and how often?
- Focus remains on an individualised customer experience: How important is customer engagement when assessing the complete picture? Can MCM measures be customised sufficiently to enable enhanced monitoring and ROI?
- Some pharma companies are gaining ground: Who is using digital channels successfully; what do they do well? Which strategies are showing most promise? What is the single ‘make or break’ factor when embracing MCM?
- Traditional marketing skills are not enough: Digital marketing plays a crucial role in successful MCM strategies. What experience is needed? Can existing staff be trained or is ‘new blood’ a necessity?
Experts Interviewed for This Report
- Kamil Levent Arslan: Former Sales & Stakeholder Relations Director at Janssen, Pharmaceutical Companies of Johnson & Johnson
- Bill Cooney: CEO, MedPoint Digital Inc.
- John Gerow: Service Team Strategy Partner, Ashfield and Principle at JG Consulting Inc.
- Lanre Ibitoye: Director, Head of Digital Experience at Teva Specialty Pharma
- David Laws: Thought Leader and Customer Advocate, Global Partners
- Danilo Pagano: Customer Engagement & Multichannel Director, Merck Sharp & Dohme (Merck & Co.)
- Panos Papakonstantinou: Head Digital Commercial, Europe at Novartis
- Sarah Rickwood: Vice President, European Thought Leadership, IMS Health
- Tim Ringrose: CEO, M3 EU Ltd
- Pierre van Weperen: Diabetes Sales Director UK at Novo Nordisk
- Donna Wray: Vice President, Digital & Multichannel Marketing, TGaS Advisors
- Kyriakos Zannikos: Former Global Head of Multichannel Management, Abbott EPD (later acquired by Mylan)
- Anonymous: Head of Digital at a large pharma company
