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TGaS® Advisors provides pharmaceutical companies with tools for continuous improvement, and with fact-based answers to the question: “How do other pharmaceutical companies do ‘it’?”®


Relationship Marketing

Relationship Marketing

Marketing Solutions

Marketing Sciences
Marketing Operations
Internet Marketing
Relationship Marketing

Metrics

One group of brands with a common characteristic had nearly 3 times the enrollment rate and more than 9 times the ROI for relationship marketing programs.

IMOPs Relationship Marketing Benchmark, May 2007.

The Relationship Marketing Operations Practices (RMOPs) benchmark looks at marketing programs for consumers / patients that require a sign-up in return for a promise of ongoing communication. Topics included in the benchmark are:

  • Goals
  • Organizational structure and resources
  • Recruitment channels: print, in-office, DRTV, Internet, mail, events, call center, etc
  • Coupons, incentives, reimbursement assistance, ongoing patient communications
  • Targeting, segmentation
  • Patient data management
  • Results metrics: cost per enrollment, change in Rx / ROI, outcomes, experience optimization

RMOPs provides benchmark information compared with similar Relationship Marketing programs and organizations. Comparative data used for cohorting include:

  • Brand revenue, budget size
  • Brand goals (awareness, trial, retention)
  • Patient prevalence, value

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For more information about the Relationship Marketing Operations Practice, please contact Donna Wray at dwray@tgas.com.