Return On Focus » What We Think

Save the Detail, Just Help Me Get the Drug

dreinhardt — Mon, 20 May 2013 02:26:12 +0000

With the democratization of clinical data release via the Internet, the idea that specialists, especially early adopters, are waiting to be detailed about the features and benefits of highly anticipated therapies is so last century. Simply put marketers need to prioritize communicating ‘how to get the product’ to physicians over how well it works! Today, [...]

Institutionalize Segmentation Solution Through Cross-Functional Socialization

dreinhardt — Mon, 06 May 2013 02:19:43 +0000

The word ‘segmentation’ gets marketers and market researchers alike shuddering just thinking about all the trials and tribulations necessary to yield a final solution that never really gets actualized by the organization. Why is this so? A segmentation solution never actualized, no matter how rigorous, is expensive and worthless. At ROF, we believe that the [...]

Ditch the Need for A Strategic ‘Lifeguard’

amanning — Mon, 29 Apr 2013 15:46:51 +0000

You know the feeling… stress, anxiety, panic, and uneasiness. You’re in the middle of a brand new strategic or tactical engagement, and everything is going well. You’re actively socializing the idea within your organization, and the tough questions regarding the origin and rationale have yet to surface. So, what’s the problem? Well, it turns out [...]

Two Ingredients Your DTC ROI is Likely Missing

dreinhardt — Mon, 01 Apr 2013 14:14:07 +0000

I have had the opportunity through our Level of Evidence (LOE) appraisal service to examine more than a dozen third-party developed DTC/DTP ROI models that outline the business case behind the investment. Over the years, I’ve noticed a consistent pattern to all the ROI models examined. . . no, it’s not that the company creating [...]

Drug Marketing Launch Playbook is Broken . . . 5 Updates You Need Now

dreinhardt — Mon, 18 Mar 2013 02:51:43 +0000

The Launch Playbook is dead. There I said it! The Launch Playbook is in need of some serious updating and this fact is no more evident than in the myriad of launch readiness review (LRR) Power Point decks that we assess as part of our Level of Evidence (LOE) appraisal service. The LRR plans, regardless [...]

Digital Media Plans Miss the Target . . . Segment

dreinhardt — Mon, 04 Mar 2013 15:13:49 +0000

More and more, Clients are developing robust patient segmentation schemes to pinpoint, not only segment(s) who are most likely to positively respond to marketing efforts, but also to avoid the segment(s) least likely to respond to said marketing. The marketing application of these insights has proved difficult for some; especially in the area of media [...]

Understand The ‘Zone of Credibility’ for Your Brand Before You Make Content Investments

dreinhardt — Mon, 25 Feb 2013 03:08:28 +0000

Pharmaceutical and Biotechnology Marketers increasingly frustrated by the limitations of the package insert and desperate to seek value-added services, have tried to engage their target HCPs by offering content that extends beyond the product itself. When examined, this attempt to reach beyond the product has been met with resistance. In assessing the marketing effectiveness of [...]

Patient Marketing: Demand Conversion is More Efficient Than Demand Generation

dreinhardt — Mon, 11 Feb 2013 14:20:49 +0000

Let’s be honest, creating patient demand for a product is much sexier than converting existing patient demand. Designing a patient intervention that starts at the top of the consumer decision-making process – problem recognition – is more intellectually fulfilling than simply informing the evaluation of alternatives stage. Yet for many of our specialty care pharmaceutical [...]

Adherence Curve Never Gets Better Than the Pivotal(s)

dreinhardt — Mon, 28 Jan 2013 14:19:25 +0000

Of all the predictive questions one faces in launching a new biologic or pharmaceutical product, the ceiling of your product’s adherence curve may be one of the easiest to tackle with a high degree of accuracy. The answer to this question is buried within your clinical study report(s). The fact is that the ceiling for [...]

Co-Pay Card “Played Out”: Manufacturer Belief, Not Patients’

dreinhardt — Mon, 21 Jan 2013 19:20:56 +0000

We have previously discussed the dangers of relying on just a co-pay card to serve as your adherence strategy. Despite this, I believe the co-pay card is still an important tool in the marketing armamentarium. However, I’ve begun to notice that because the co-pay card is no longer the new, ‘bright shiny object’ among most [...]