Making the Complex Compelling

Current Newsletters

• Measuring Return on Investment (ROI) in Life Science Marketing

  Summary: In this first of a series, we look at the return on investment (ROI) for marketing in the life sciences. Can ROI be measured in a meaningful way? If so, what preconditions are required for such a measurement to be valid? We’ll begin our exploration of these complex issues by looking at why marketing is unique among all the major business functions. We’ll explain and examine the ROI Pathway and explore why an overall ROI ratio is not as useful as a series of individual ROI measurements for different components of the marketing mix. We’ll conclude this issue with an examination of two of the five systemic challenges to determining marketing ROI in the life sciences.

• Developing Your Online Content Strategy for Life Science Marketing

• Marketing Challenges During M&A – Relationships Among Families of Brands – Part 3

• Marketing Challenges During M&A – Relationships Among Families of Brands – Part 2

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