PRESS KIT: Challenge/Solution
CHALLENGE
Every day, pharmaceutical executives are faced with the challenge of answering the following pre-launch and post-launch questions: How much should we spend in marketing? Where should we spend it
cost-effectively? What are we getting for our current promotional investment? How do we manage the process for maximum return? Is our campaign effective?
SOLUTION
ACNielsen HCI, a national pharmaceutical promotion research organization and recognized leader in physician and consumer promotion planning and measurement assists pharmaceutical companies nationwide in pre-launch budgeting, promotional launch planning, and effectiveness of positioning and messaging. In addition, ACNieslen HCI measures the success of campaigns by looking at a campaign after it is launched. This enables market research and product management to learn whether the campaign was memorable enough to make an impression on the targets' minds and whether the impression was favorable to the brand and connected to the correct product. To monitor the impact of changing economic, competitive or product cycles on marketing strategy and effectiveness of sales force efforts, ACNielsen HCI also provides on-going tracking.
ACNielsen HCI's research data analysis and recommendations can assist companies in the decision-making reallocation process through its core services. The services can assist in answering the following:
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Appropriate spending levels. |
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Value of promotional effort. |
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When to continue or replace a campaign and how to modify it. |
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How effective the promotion is in reaching professional and consumer audiences. |
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Whether promotion impacts brand attributes and grows share. |
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Potential effect of tactical elements for the brand. |
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How a sales force can be assisted in maximizing performance based on regional results. |
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Changes in prescribing intentions for Rx strategic planning. |
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