It wasn't all that long ago when pharmaceutical marketers concerned themselves with two primary challenges: effectively deliver promotional messages through the sales force and ensuring the value and integrity of sampling programs. Today's world is very different.

In this IMS report, David Gascoigne, practice leader, promotion management, IMS Management Consulting, discusses how marketers must leverage more robust, sophisticated information and analytics to execute a fully integrated promotional program.

 A New Era in Promotion Management: Adding Greater Certainty to the ROI Equation