SMART Medicine for DTC Advertising ROI

Direct-to-consumer pharmaceutical marketers suffering from marketing inefficiencies can knock out problems right at their source, thanks to a new strategic research service from Copernicus. The Copernicus SMART Solution delivers a healthy dose of taregeting and media guidance to improve DTC advertising ROI.

Waltham, MA (PRWEB) May 21, 2009

Copernicus, a research-driven marketing strategy consulting company, has some good news for direct-to-consumer (DTC) pharmaceutical marketers looking for immediate relief for their DTC advertising ROI pains.

The combination of regulatory changes, the economy, and fewer blockbuster products has many DTC marketers on edge. Making matters worse are the growing number of questions about the effectiveness and value of DTC advertising coming from the corner office. To move DTC advertising along the road to ROI recovery, Copernicus developed a new strategic research service, the SMART Solution.

"These days, it's not a matter of spending MORE on DTC advertising," explains Eric Paquette, a senior vice president at Copernicus and the firm's pharmaceutical industry expert. "It's about spending SMARTER." 

He says that it doesn't make sense to invest a double- and triple-digit budget in media if the market dynamics aren't right for your brand. In his experience, spending more on DTC advertising historically hasn't done much to improve the performance of ad campaigns anyway. "Unless, that is, a company puts equal effort into determining which patients have the highest potential value to a brand and how to reach them with media first."

Enter the Copernicus SMART Solution with a healthy dose of targeting and media guidance. Designed with DTC marketers' specific tactical advertising needs in mind, SMART provides a "right-sized" version of a major marketing strategy engagement. The service treats the common causes of poor campaign performance by giving DTC marketers three essentials elements of a high-performance marketing strategy:

1. A well-defined target that represents the biggest DTC-driven profit opportunity for a brand.

2. The optimal media budget size and additional media strategy diagnostics.

3. An efficient media plan built around a "real" target that media buyers can find in syndicated databases.

With a 30- to 60-day timeframe and price that fits a modest research budget, "the SMART Solution will have an immediate impact on DTC advertising ROI," suggests Paquette. "Same leading-edge thinking and tools, same powerful marketing guidance you'd expect from Copernicus, but more cost-efficient and focused on the key tactical decisions you need to make ASAP." 

For more information on the Copernicus SMART Solution for DTC marketers, visit http://www.copernicusmarketing.com/smart-dtc.

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