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Brand Benchmarking and Advisory Services
TGaS Advisor CapabilitiesDecember, 2013
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Agenda
• TGaS Advisors Approach
• Brand Marketing Benchmark Deliverables
• Options for Investment
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Value to Brands in Market
TGaS methodology− Gather quantitative and qualitative information from across participating
brands− Keep the information blinded and confidential− Provide a comparison against other similar brands− Suggest specific actions based on analysis and experience
Value to brands− Objective look at ongoing efforts− Decisions based on changes in strategy, lifecycle− Make decisions on emerging tactics
Examples of outcomes− Identified $250,000 used inappropriately based on brand strategy− Identified key area of underfunding / opportunity for more efficient spend to
reach HCPs
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TGaS Advisors: Driving Excellence
Answers AdviceAccess
To the questions you’re asking● Facts and data based information
about resources, capabilities, trends
● Actionable insights for strategic, tactical and/or urgent needs
To achieve operational excellence● Practical strategies and
recommendations
● Continuous support to movefrom planning to effective implementation
● “Implementation agnostic”
To industry experts and the TGaS network● Unrivalled network of peer
companies and colleagues
● 20+ year industry veterans
● Proprietary database and methodologies
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TGaS Commercial Organization Solutions
OperationsStrategy
Improvements Resources
Metrics
Marketing• US/Global Marketing
• Marketing Sciences
• Marketing Operations
• Digital & Relationship Marketing
ManagedMarkets• Account Management
• Marketing
• Contract Management
• HEOR
• Trade
Sales• Sales operations
• Inside Sales Teams
• Training development
• Training Innovation &Learning Technology (TILT)
Additional Benchmarks• Oncology
• Canada A&R
• Publications
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TGaS Advisors’ Broad Network
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Portfolio and Prescription Brand Data
40+ Pharma Companies
Pre Launch Launch Growth Mature
200+ Rx BrandsOverall Marketing Heads & Spends
60+ BrandsDetailed Tactical Spends & Performance
Brand defines appropriate set for benchmarking analysis from condition prevalence, lifecycle, and custom characteristics
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Agenda
• TGaS Advisors Approach
• Brand Marketing Benchmark Deliverables
• Options for Investment
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TGaS Brand Benchmark Services
2. Digital Marketing Performance Metrics: Analysis and recommendations based on quant metrics showing results from paid search, digital display, website, more
a. Consumers: bi-annualb. HCPs: bi-annual
1. Annual Benchmark: tactical choices and investment by tactic, trends, qualitative feedback
a. Consumersb. HCPs
3. Annual Invitation-Only Summit
4. Ongoing benchmark member questions (“virtual how”)
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Standardization & Cohorting
Data Collection and Analysis
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We start with data from existing reports…
BenchmarkData Across
Brands
VendorReports
Interviews
Budgets
OrgCharts
PlanningDocuments
ExistingResearch
…and deliver a blinded, confidential comparison of:
• Tactical mix• Investment• Results metrics• Processes• Staffing• Infrastructure• Plans
Fact-based insights
11Low prevalence cohort; p < .05; Outliers RemovedSource: TGaS Headcount & Total Marketing Spend Brand Database
Benchmark Range
Lifecycle Stage<=18 mos to launch
launch to 2 yrs
2-5 yrs post-launch
>5 yrs post-launch
n = 61; Custom Cohort
“Marketing” includes: all mktg program development costs, media costs, agency fees. Does not include costs for: personal promotion (sales meetings, speakers programs, conference fees), samples, managed care promotion, market research
• Cohort defined by discussion with brand; subset of 200 brands• Brand A not aware that they were spending less than benchmark• Set new standard for upcoming launch budget
Sample Analysis: Brand Marketing Budget by Cohort
Revenue
US
Mar
ketin
g B
udge
t
Brand A
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Sample: HCP Non-Personal Offline Marketing Budget
Cohort ABenchmark Avg* Brand A
Print Collateral (brochures, sales aids, leave behind pieces) $370,000 $825,000
Coupons/Vouchers/Savings Cards $280,000
Direct Mail $60,000Journal Ads $224,000 $367,125
• Brand A spends twice benchmark average for this cohort• Other brands in this category are providing co-pay cards to physicians – is this a
competitive disadvantage?
*Average of all brands who do a tactic; significantly different brands removed for some tactics
data for illustration only
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Digital Marketing Performance Benchmarks
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Tactic Metrics
WebsiteVisitsEngagement Rate (2+ Page Views)Enrollments, Enrollment Rate
Prevalence and annual budgets
eDetailingDigital DisplayDigital SponsorshipPDA3rd-Party eMails
Banner / Display AdvertisingImpressionsClicksCost per ImpressionCost per Click
Paid searchImpressionsClicksCost per ImpressionCost per Click
House EmailSentOpenedOpen Rate
3rd-Party EmailSentOpenedCost per SendCost per Open
Across both consumer and
HCP marketing
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Belowbenchmark
Atbenchmark
Abovebenchmark
Well belowbenchmark
Well abovebenchmark
RATING KEY:
Tactic Measure
Rolling Cohort Average
per month Brand A: 3Q12Your
Rating
Paid Search
Clicks 102,000 25,000
Cost per click (CPC) $2.50 $2.18
Banners
Impressions 43,000,000 10,313,768
Clicks 94,000 14,746
Cost per impression (CPI) $0.010 $0.012
Cost per click (CPC) $4.20 $8.26
CPA Number of enrollments 52,127 Not Appl.
Web SiteVisits 95,000 170,000
Engagement rate 60% 62%
EnrollmentEnrollments 4,350 494
Enrollment rate 10% 2%
EmailDelivered 4,000 1,350
Open rate 10% 9%
Sample Performance Metrics: Consumers
Data for illustration only
This pattern suggests:- Search volume
could be increased- Banners efficiencies could be improved
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Sample Performance Metrics: HCP Banners• Brand X is above benchmark for volume, within range for CPC• Recommendation: for an awareness buy like this, Brand X could
consider more volume at lower CPCs
Brand x
benchmark average
benchmark average
Note: outliers removed
= Benchmark Brands
= Brand x
Recommended target for your brand
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Sample Trends: HCPs: Video / Online Media
% Yes in 2013*
33%
67%
% planned for 2014
*2012 study participant indicated planned for 2013
• Highly targeted media has grown as targeting has become more sophisticated• Slight interest in augmented reality, likely linked to events or specific disease
states (eg, CNS)
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Ongoing Advisory: Questions from our Benchmark Members
We get questions about “how do other pharmaceutical companies do that?” Some we answer with a database analysis, others we field as surveys – a
“virtual how”
Recent short questions− We are starting a program with retail pharmacies. What do other companies
do for these?− Do you have some examples of pharma sites that are mobile-optimized, so
that I can see what those look like?− What is the effect of banners that aren’t clicked?− What are other marketers doing about the recent FDA guidance on generic
names?
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Deliverables: Advisory Services, White Papers and More
Recommendations on FDA Announcement Regarding Generic Names Rotational Positions and Internships in Marketing Facebook Recommendations (update) Mobile Recommendations and Benchmarks ISI Handling on Mobile Interfaces Centralization of Media Expertise Co-Pay Program Landscape Digital TV Basics (November Summit) EMR effects on physician’s practices (November Summit) Competitive buys of paid search keywords Future Marketing Trends
Workshop on emerging trends in marketing
More, as requested
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Agenda
• TGaS Advisors Approach
• Brand Marketing Benchmark Deliverables
• Options for Investment
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Membership and project options
Option InvestmentFull membership, in-market brand• Results against selected brand cohort• Annual planning benchmark
• Tactical choices and investment by tactic, trends, qualitative feedback (1 report)
• Bi-annual consumer digital performance benchmark• Analysis and recommendations based on quant metrics showing
results from paid search, digital display, website, more (2)• Bi-annual HCP digital performance benchmark reports
• Same as consumer, but for HCP-specific efforts (2)• Advisory support (as needed)
$85,000
Digital media benchmark• HCP digital performance benchmark (1)• Consumer digital performance benchmark (1)
$30,000
Pre-launch brand benchmark:• tactical choices and investment by tactic at launch for similar
brands (1)$45,000
All prices are fixed fee and include local travel to New Jersey. Scaled prices for multiple brands/svcs.
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Thank You!Donna Wrayhttp://bit.ly/1ejzdr5Vice PresidentDigital & Relationship Marketing610.233.1209dwray@tgas.com
Rich Dudekhttp://bit.ly/16yPZh0Sr. Vice PresidentMarketing Advisory Practice610.292.4722richard.dudek@tgas.com
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