Healthy Skepticism Library item: 15545

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Agterberg R.
4th Annual Pharmaceutical Marketing Conference 'Marketing ROI for Pharma'
Journal of Medical Marketing 2005 Apr; 5:(2):182
http://www.palgrave-journals.com/jmm/journal/v5/n2/abs/5040226a.html

Abstract:

This article presents information on the 4th Annual Eyeforpharma Marketing Conference held in Amsterdam, the
Netherlands, during November 4-5, 2004. Eyeforpharma meetings, while known for their focus on pharmaceutical e-business,
are increasingly becoming venues for highlighting marketing innovation. This conference proved that marketing return on
investment (ROI) within the pharmaceutical industry was an important topic. Some of the important themes of the meeting
were—to create a culture that promotes information sharing; growing importance of targeting and segmentation and its
effect on marketing ROI; and the selection of appropriate marketing channels for an integrated marketing campaign.