The old model of looking at performance in the first six months of product launch isn’t relevant. Today, colossal budget product launches are not returning the same ROI as before. Product launches are going to need to be micro-targeted to specific audiences.
LEAD IN: Pharma budgets are being scrutinized like never before, and DTC/HCP marketers must justify every dollar spent. I’m getting more requests to measure and justify spending for specific bucket tactics, and I believe once politicians get focused, they will scrutinize drug pricing and force negotiations with Medicare tightening internal expenditures even more.