Welcome to Analysis of ROI for Pharmaceutical Promotion


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A Resource for Pharmaceutical Promotion ROI Results

Welcome to the RxPromoROI web site. This site was designed to be a resource and reference for pharmaceutical marketers where they can access available studies which measure the Return on Investment (ROI) for some of the most frequently used pharmaceutical promotion tactics.

Available Resources
There are six major resources available on this website.

The ARPP page provides the results of the Analysis of ROI for Pharmaceutical Promotion, the second independent landmark study to measure the effects of pharmaceutical promotion, which was first presented to the industry on September 18, 2002. The ARPP study was conducted by Dr. Dick Wittink, General George Rogers Clark Professor of Management and Marketing, Yale School of Management.

On the RAPP page the results of the original independent landmark study, ROI Analysis of Pharmaceutical Promotion, can be found. This independent study was presented to the industry on May 22, 2001. Dr. Scott Neslin, Albert Wesley Fry Professor of Marketing, Amos Tuck School of Business, Dartmouth College conducted this study.

The AMP (Association of Medical Publications) and the ABM (American Business Media) are pleased to announce the release of the new White Paper, “The Interaction Between Detailing and Journal Advertising”. This study was conducted by AC Nielsen/HCI and funded by an unrestricted grant from the two organizations. View webcast of summaries of the study:
http://www.iian.ibeam.com/events/abme001/15004

The Medical Journal Advertising page provides a paper on The Value of Medical Journal Advertising and a series of Case Studies that measure the impact of advertising in medical publications on prescriptions and sales. These white papers include the results for Advertising in Medical Publications alone as well as Detailing alone, and the combination of the two.

The Additional Reading Page includes links to articles that have appeared in Medical Marketing & Media.

On the Other Sites page there are links to the websites of other organizations that have studies on the ROI results for advertising in general. These links include the CARR Reports, Magazine Publishers of America (MPA), American Business Media (ABM), American Association of Advertising Agencies (AAAA), and the Advertising Research Foundation (ARF).