The new head of market research for a major pharmaceutical company asked IMS how he could take a more prospective view of franchise performance and design a promotional mix that makes the most of his budget. With his company managing nine key brands in both specialty and primary care markets, he had to make strategic decisions about the distribution of the company’s overall promotional budget – across both brands and channels.

Using elements of the IMS Promo.360 suite – including IMS Promo.Cast™ and IMS Promo.Mix™ -- IMS consultants helped the client examine existing promotional strategies and better understand drivers of brand performance – such as details, samples, e-marketing and journal advertisements. IMS’s conclusions: the company could generate an additional $300 million in incremental revenue, representing a 13 percent increase, by reallocating and optimizing the promotional budget. Our recommendations included shifts in promotional spending among the brands – for example, proposing increases in sampling, detailing, meetings and events with a corresponding maintenance of expenditure in journal advertising for one brand – while recommending a decrease in expenditures for detailing, meetings and events and journal advertising, with an increase in sampling, for another.

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