Much the way pharma companies rely on sophisticated data analyses to make pivotal decisions during the drug development process, pharma marketers also need accurate, comprehensive information when launching a new drug or managing a mature brand.

IMS’s David Gasgoine, vice president, Global Promotion Management, in his article, “The Science of Promotional Planning: Evidence-based Analyses Optimize Promotional Returns,” uses real-world case studies to illustrate this concept, and to show how taking a more analytical, evidence-based approach can optimize promotional investments and generate more effective – and at times economic – sales and marketing strategies. The article, which appeared in the May issue of MedAd News, also includes a six-question test of your knowledge of pharmaceutical promotion.

David can be reached at dgascoigne@imshealth.com.