A brief intro to TGaS Advisors and what we provide to our brand benchmark members

1. Brand Benchmarking and Advisory Services
TGaS Advisor Capabilities
December, 2013

2. Agenda
• TGaS Advisors Approach
• Brand Marketing Benchmark Deliverables
• Options for Investment
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3. Value to Brands in Market
 TGaS methodology
− Gather quantitative and qualitative information from across participating
brands
− Keep the information blinded and confidential
− Provide a comparison against other similar brands
− Suggest specific actions based on analysis and experience
 Value to brands
− Objective look at ongoing efforts
− Decisions based on changes in strategy, lifecycle
− Make decisions on emerging tactics
 Examples of outcomes
− Identified $250,000 used inappropriately based on brand strategy
− Identified key area of underfunding / opportunity for more efficient spend to
reach HCPs
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4. TGaS Advisors: Driving Excellence
Access
Answers
Advice
To industry experts and
the TGaS network
To the questions you’re
asking
To achieve operational
excellence
● Unrivalled network of peer
companies and colleagues
● Practical strategies and
recommendations
● 20+ year industry veterans
● Facts and data based information
about resources, capabilities,
trends
● Proprietary database and
methodologies
● Actionable insights for strategic,
tactical and/or urgent needs
● Continuous support to move
from planning to effective
implementation
● “Implementation agnostic”
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5. TGaS Commercial Organization Solutions
Sales
Strategy
• Sales operations
• Inside Sales Teams
• Training development
• Training Innovation &
Learning Technology
(TILT)
Additional
Benchmarks
• Oncology
Improvements
Marketing
Operations
• US/Global Marketing
• Marketing Sciences
• Marketing Operations
• Digital & Relationship
Marketing
Managed
Markets
• Account Management
• Canada A&R
• Marketing
• Publications
Resources
• Contract Management
• HEOR
• Trade
Metrics
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6. TGaS Advisors’ Broad Network
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7. Portfolio and Prescription Brand Data
40+ Pharma Companies
200+ Rx Brands
Overall Marketing Heads & Spends
60+ Brands
Detailed Tactical Spends & Performance
Pre Launch
Launch
Growth
Mature
Brand defines appropriate set for benchmarking analysis from
condition prevalence, lifecycle, and custom characteristics
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8. Agenda
• TGaS Advisors Approach
• Brand Marketing Benchmark Deliverables
• Options for Investment
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9. TGaS Brand Benchmark Services
1. Annual Benchmark: tactical choices and investment by tactic, trends,
qualitative feedback
a. Consumers
b. HCPs
2. Digital Marketing Performance Metrics: Analysis and
recommendations based on quant metrics showing results from paid search,
digital display, website, more
a. Consumers: bi-annual
b. HCPs: bi-annual
3. Annual Invitation-Only Summit
4. Ongoing benchmark member questions (“virtual how”)
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10. Data Collection and Analysis
We start with data from existing reports…
Vendor
Reports
Org
Charts
Interviews
Benchmark
Data Across
Brands
Planning
Documents
Standardization
& Cohorting
Existing
Research
…and deliver a blinded,
confidential comparison of:
• Tactical mix
• Investment
• Results metrics
• Processes
• Staffing
• Infrastructure
• Plans
Budgets
Fact-based
insights
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11. Sample Analysis: Brand Marketing Budget by Cohort
•
•
•
Cohort defined by discussion with brand; subset of 200 brands
Brand A not aware that they were spending less than benchmark
Set new standard for upcoming launch budget
Lifecycle Stage
<=18 mos to launch
US Marketing Budget
launch to 2 yrs
2-5 yrs post-launch
>5 yrs post-launch
n = 61; Custom Cohort
Brand A
Revenue
Benchmark Range
Source: TGaS Headcount & Total Marketing Spend Brand Database
Low prevalence cohort; p < .05; Outliers Removed
“Marketing” includes: all mktg program development costs, media costs, agency
fees. Does not include costs for: personal promotion (sales meetings, speakers
programs, conference fees), samples, managed care promotion, market research
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12. Sample: HCP Non-Personal Offline Marketing Budget
•
•
Brand A spends twice benchmark average for this cohort
Other brands in this category are providing co-pay cards to physicians – is this a
competitive disadvantage?
Cohort A
Benchmark Avg*
Brand A
Print Collateral (brochures, sales
aids, leave behind pieces)
$370,000
$825,000
Coupons/Vouchers/Savings Cards
$280,000
Direct Mail
$60,000
Journal Ads
$224,000
$367,125
*Average of all brands who do a tactic; significantly different brands removed for some tactics
data for illustration only
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13. Digital Marketing Performance Benchmarks
Tactic
Metrics
Website
Visits
Engagement Rate (2+ Page Views)
Enrollments, Enrollment Rate
Prevalence and annual budgets
eDetailing
Digital Display
Digital Sponsorship
PDA
3rd-Party eMails
Banner / Display Advertising
Impressions
Clicks
Cost per Impression
Cost per Click
Paid search
Impressions
Clicks
Cost per Impression
Cost per Click
House Email
Sent
Opened
Open Rate
3rd-Party Email
Sent
Opened
Cost per Send
Cost per Open
Across both
consumer and
HCP marketing
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14. Sample Performance Metrics: Consumers
This pattern
suggests:
- Search volume
could be increased
- Banners efficiencies
could be improved
102,000
25,000
$2.50
$2.18
43,000,000
10,313,768
94,000
14,746
RATING KEY:
Cost per impression (CPI)
$0.010
$0.012
Well above
benchmark
$4.20
$8.26
52,127
Not Appl.
Above
benchmark
95,000
170,000
At
benchmark
60%
62%
4,350
494
10%
2%
Delivered
Paid
Search
Brand A: 3Q12
Clicks
Tactic
Rolling Cohort
Average
per month
4,000
1,350
Open rate
10%
9%
Measure
Clicks
Cost per click (CPC)
Impressions
Banners
Cost per click (CPC)
CPA
Number of enrollments
Visits
Web Site
Engagement rate
Enrollments
Enrollment
Enrollment rate
Email
Your
Rating
Below
benchmark
Well below
benchmark
Data for illustration only
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15. Sample Performance Metrics: HCP Banners
• Brand X is above benchmark for volume, within range for CPC
• Recommendation: for an awareness buy like this, Brand X could
consider more volume at lower CPCs
Recommended target for your brand
benchmark
average
Brand x
benchmark
average
= Brand x
= Benchmark Brands
Note: outliers removed
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16. Sample Trends: HCPs: Video / Online Media
• Highly targeted media has grown as targeting has become more sophisticated
• Slight interest in augmented reality, likely linked to events or specific disease
states (eg, CNS)
% Yes in
% planned for 2014
2013*
33%
67%
*2012 study participant indicated planned for 2013
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17. Ongoing Advisory:
Questions from our Benchmark Members
 We get questions about “how do other pharmaceutical companies do that?”
 Some we answer with a database analysis, others we field as surveys – a
“virtual how”
 Recent short questions
− We are starting a program with retail pharmacies. What do other companies
do for these?
− Do you have some examples of pharma sites that are mobile-optimized, so
that I can see what those look like?
− What is the effect of banners that aren’t clicked?
− What are other marketers doing about the recent FDA guidance on generic
names?
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18. Deliverables: Advisory Services, White Papers and More











Recommendations on FDA Announcement Regarding Generic Names
Rotational Positions and Internships in Marketing
Facebook Recommendations (update)
Mobile Recommendations and Benchmarks
ISI Handling on Mobile Interfaces
Centralization of Media Expertise
Co-Pay Program Landscape
Digital TV Basics (November Summit)
EMR effects on physician’s practices (November Summit)
Competitive buys of paid search keywords
Future Marketing Trends
 Workshop on emerging trends in marketing
 More, as requested
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19. Agenda
• TGaS Advisors Approach
• Brand Marketing Benchmark Deliverables
• Options for Investment
19

20. Membership and project options
Option
Investment
Full membership, in-market brand
• Results against selected brand cohort
• Annual planning benchmark
•
•
Bi-annual consumer digital performance benchmark
•
•
$85,000
Analysis and recommendations based on quant metrics showing
results from paid search, digital display, website, more (2)
Bi-annual HCP digital performance benchmark reports
•
•
Tactical choices and investment by tactic, trends, qualitative
feedback (1 report)
Same as consumer, but for HCP-specific efforts (2)
Advisory support (as needed)
Digital media benchmark
• HCP digital performance benchmark (1)
• Consumer digital performance benchmark (1)
$30,000
Pre-launch brand benchmark:
• tactical choices and investment by tactic at launch for similar
brands (1)
$45,000
All prices are fixed fee and include local travel to New Jersey. Scaled prices for multiple brands/svcs.
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21. Thank You!
Donna Wray
http://bit.ly/1ejzdr5
Vice President
Digital & Relationship Marketing
610.233.1209
dwray@tgas.com
Rich Dudek
http://bit.ly/16yPZh0
Sr. Vice President
Marketing Advisory Practice
610.292.4722
richard.dudek@tgas.com
Copyright 2013 TGaS® Advisors, LLC. All Rights Reserved.
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intended to include a complete study of every material fact or opinion contained in the report.
All statements, facts, information, analyses, interpretations, and opinions contained in the
report are provided “As Is” and are made without representation or warranty of any kind by
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otherwise.
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