Client Situation
- Large Pharma company with a multi-brand portfolio -Utilized various promotional channels such as face-to-face, emails, telephone, speaker programs, etc. to interact with the customers.
- The client was preparing for their annual budget meeting and was facing the need to optimize the marketing spend and effort across all channels and brands as per the latest portfolio strategy.
Objective
- Optimize marketing spend across various promotional channels and brands
- Provide insights for budget allocation decisions
- Enhance promotional efficiency for the client
Approach/Solution
The project was spread across 4 different phases:
- Kick-off:
Aligned on the overall project plan and data requirements
Gathered data as per requirements – target file, promotional activity, marketing spend across channels, etc.
- Data Assessment:
Analyzed promotional activity data for each brand
Studied channel utilization across various Healthcare Professional (HCP) segments
- Promotional Modeling:
Designed response curves to estimate channel effectiveness for each brand
- Optimization:
Created activity and spend optimization scenarios
Considered channel effectiveness alongside strategic priorities for brands and HCP segments
Impact
Reduced overall promotional spending for mature brands due to their established market position and low impactable percentage
Increased promotional impact for priority brands through reallocation of resources
