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20% Marketing ROI Improvement
15% Survey Score Improvement
Direct Marketing Strategy for Fortune 500 PharmaCo
Marketing StrategyPharmaData AnalyticsROI Optimization
Context
Fortune 500 pharmaceutical company wanted to maximize ROI from speaker programs (doctor engagement events). Needed to understand which variables drove prescription lift.
Challenge
The company was investing heavily in speaker programs but lacked clarity on which factors actually moved prescriptions. Regional variations, speaker selection, and attendee targeting were all inconsistent.
Approach
- 01Engaged leadership to understand current state and pain points
- 02Collaborated with industry experts on ROI benchmarks and success factors
- 03Analyzed prescription data pre and post speaker programs, overlaying program variables (speaker selection, attendee selection, location, format)
- 04Developed comprehensive playbook with operational specifics for maximizing controllable factors
Results
Approximately 20% improvement in speaker program ROI
Approximately 15% improvement in post-program survey scores
Comprehensive playbook adopted across regions
Key Insight
"The playbook wasn't about doing more events - it was about being deliberate about controllable factors that actually move prescriptions."