CASE STUDY

Pharma Company Reduces Marketing Spend through Marketing Mix Optimization

Sep 23, 2016

Business Challenge

Relish better ROI from marketing spend. A large pharmaceutical consumer products manufacturer in Europe, with 45+ brands across multiple countries, wanted to streamline marketing channels and improve ROI.

Situation: Drop in sales and consumer leads

The client witnessed a sizable change in its business with consumer leads dropping, followed by a drop in sales. As a result it was incurring huge costs on physical and digital channels with low visibility on the ROI.

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Solution

Devised lead data analysis solution to channelize marketing efforts.

We conducted lead data analysis, with detailed cost per lead analysis, along with an analysis on what media vehicles and campaigns are most effective at driving revenue, profits, share, and consumer segments for designing marketing mix.

Impact

Improved ROI per channel and reduced overall marketing spend.

The pharmaceutical consumer products manufacturer was able to quantify marketing effectiveness of channels and events in terms of sales, profits, share, and target consumer growth. As a result, client was able to reduce overall spend and improve its ROI per channel.

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