Despite of the advances in the ROI  analysis, many of the largest Pharmaceutical companies are still hard pressed to really prove to the senior management witch of their sales and marketing activities are creating extra scripts – and how many.

This Master-Class is designed for calculating the Marketing ROI from developing strong and Effective Metrics that help you make critical decisions about every marketing activity, stop wasting budget with ineffective content.

Training Instructor:
Dr. Andrée Bates

Dr. Andrée Bates is the Managing Director of Eularis – a company that provides sophisticated Pharmaceutical analytics that provide insight into the financial impact of recent past, present and future marketing decisions (of both a marketing team and their competitors) to optimize a Pharmaceutical brand’s financial performance.

Her career has encompassed Academic, Clinical and Pharmaceutical positions internationally. She has gained wide recognition within the Healthcare industry internationally for Marketing ROI and is the author of many publications on this topic in peer reviewed journals.

A small selection of Dr Bates’ publications on Pharma Marketing Return and ROI includes:

• Pharma Marketing, ROI and the Bottom Line: A Guide for Pharmaceutical Marketers to Know What Works Now, KeyWord Pharma, Feb 2007
• Using ROI Data for Effective Decision Making in Pharmaceutical Marketing, Published by KeyWord Pharma, Jan 2006
• Why Pharmaceutical Marketers Must Measure Return On Investment To Ensure Profitable eDetailing Campaigns, International Journal of Medical Marketing, Vol 2, 4 ~ pp287-292, 2002
• eDetailing: A Strategic Analysis of Implementation and ROI, Published by Mednet Media, 2001
• Navigating the eDetailing Maze, International Journal of Medical Marketing, Vol 2, 3 ~ pp 255-262, 2002

In addition, Dr. Bates has lectured on Marketing Return in the Pharmaceutical MBA program at INSEAD Business School in France and the Erivan K Haub Business School Executive Pharmaceutical MBA program in the USA.

You will learn to:

• Understanding major ROI analysis techniques
• Understanding top ROI techniques, approaches and the best practice for measuring the return
• Implementing the latest metrics and modeling techniques for marketing your brand
• Connection between marketing results data and strategic decisions
• ROI and marketing budget allocation decisions
• Optimization of marketing budget with grow of sales and profit measurability
  
  

General Managers, Managing Directors, VP Marketing, Head of Global Marketing, Marketing Directors, Marketing Managers, Business Unit Directors, Marketing Effectiveness Directors, Commercial Directors