Direct-to-Consumer Pharmaceutical Marketing: Growing Market Success

Industries Profiled:
Pharmaceutical


Companies Profiled:
A Financial Services Firm; A Leading Advertising Firm; A Leading Manufacturer; A Leading Pharmaceutical Company; A Leading Pharmaceutical Firm; A Top Automobile Manufacturer; Leading Pharmaceutical Companies; Other benchmark partners

Study Snapshot

Best Practices, LLC performed an industry-wide benchmark study on consumer marketing across an elite group of high-performing companies.

The findings in this Best Practices Benchmarking^® Report provide profiles of companies identified as leaders and innovators in consumer marketing, as well as a set of practices from the companies, organized by a process flow of marketing activities, team design and budgeting techniques and ways to measure success. The profile format allows executives to analyze and understand a benchmark company’s overall approach to consumer marketing, while the practices help participants modify their own approaches using the proven techniques of other outstanding companies.

The leading practices, managerial insights and benchmark metrics in this report are drawn from in-depth interviews (1-2 hours per interview) with more than six executives across three industries.

Additionally, pharmaceutical marketing support information was gathered from various other sources, including Best Practices, LLC’s own proprietary databases, other public and private databases, literature reviews, and on-line data research.

• Executive Summary
  The executive summary outlines the five top "Lessons Learned," as identified by benchmark partners and Best Practices, LLC project analysts. Studying these lessons learned will help your team members frame their overall thinking about consumer marketing.
• Profiles by Company:

Marketing Activities – A brief outline of the activities in the company’s consumer marketing process.

Team Structure – Details of each company’s team structure, background and experience, and budget for consumer marketing departments.

Marketing Spend – Analysis of budget allocations for media, marketing research, and staffing for each partner company.

Measurement – Explanation of the key measures that each company uses to analyze the success of consumer marketing strategies.

Team Structure Diagram – A graphical representation of each company’s consumer marketing team structure. Diagrams can be compared to view the similarities and differences in partners’ organizational charts.

• Practice Areas:

Team Design and Budgeting – techniques used to create organizational structure, assign responsibilities, hire marketing personnel, and budget most effectively.

Measuring Success – methods for evaluating advertising success, tracking success of marketing and promotional activities, and setting time frames to realize return on investment.

Chapter I: Corporate Profiles
· Company D
· Company A
· Company B
· Company E
· Company C
· Company F

Chapter II: Best Practices in Consumer Marketing
· Practice Index 
· Marketing Activities
· Corporate and Marketing Mission
· Consumer Marketing Process Flow
· Expected Outcome of Marketing Campaigns
· Team Design & Budgeting
· Organizational Structure and Responsibility
· Staff Background and Experience
· Budgeting Allocation
· Measuring Success

Appendix: Selected Information
· Procter & Gamble Addendum

List of Charts & Exhibits

Consumer Marketing Process Map
Company D Structure
Advertising Spending Analysis
Company A Team Structure
Company B Team Structure
Consumer Product Launch Process
Advertising Spending Analysis
Company E Structure
Advertising Spending Analysis
Company C Structure
Advertising Spending Analysis
Launch Staffing
Company F Team Structure
Growth Through Tailored Marketing Campaigns and Partnerships
Marketing Functions
Marketing Employment Categories
DTC Spending Over The Years
Top 10 DTC Spending in First 10 Months of 2000
Viagra Explosion
Market Research: The Cornerstone of P&G’s Product Development
P&G Strategic Thought Model
The Brand Unit is at the Core of P&G’s Business Structure
Proctor & Gamble Brand Group Organizational Chart
Proctor & Gamble Brand 1998 Advertising Spending, United Kingdom
Organization 2005 Team Structure