Brand Benchmarking and Advisory Services

TGaS Advisor CapabilitiesDecember, 2013

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Agenda

• TGaS Advisors Approach

• Brand Marketing Benchmark Deliverables

• Options for Investment

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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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TGaS Advisors: Driving Excellence

Answers AdviceAccess

To the questions you’re asking● Facts and data based information

about resources, capabilities, trends

● Actionable insights for strategic, tactical and/or urgent needs

To achieve operational excellence● Practical strategies and

recommendations

● Continuous support to movefrom planning to effective implementation

● “Implementation agnostic”

To industry experts and the TGaS network● Unrivalled network of peer

companies and colleagues

● 20+ year industry veterans

● Proprietary database and methodologies

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TGaS Commercial Organization Solutions

OperationsStrategy

Improvements Resources

Metrics

Marketing• US/Global Marketing

• Marketing Sciences

• Marketing Operations

• Digital & Relationship Marketing

ManagedMarkets• Account Management

• Marketing

• Contract Management

• HEOR

• Trade

Sales• Sales operations

• Inside Sales Teams

• Training development

• Training Innovation &Learning Technology (TILT)

Additional Benchmarks• Oncology

• Canada A&R

• Publications

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TGaS Advisors’ Broad Network

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Portfolio and Prescription Brand Data

40+ Pharma Companies

Pre Launch Launch Growth Mature

200+ Rx BrandsOverall Marketing Heads & Spends

60+ BrandsDetailed Tactical Spends & Performance

Brand defines appropriate set for benchmarking analysis from condition prevalence, lifecycle, and custom characteristics

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Agenda

• TGaS Advisors Approach

• Brand Marketing Benchmark Deliverables

• Options for Investment

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TGaS Brand Benchmark Services

2. Digital Marketing Performance Metrics: Analysis and recommendations based on quant metrics showing results from paid search, digital display, website, more

a. Consumers: bi-annualb. HCPs: bi-annual

1. Annual Benchmark: tactical choices and investment by tactic, trends, qualitative feedback

a. Consumersb. HCPs

3. Annual Invitation-Only Summit

4. Ongoing benchmark member questions (“virtual how”)

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Standardization & Cohorting

Data Collection and Analysis

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We start with data from existing reports…

BenchmarkData Across

Brands

VendorReports

Interviews

Budgets

OrgCharts

PlanningDocuments

ExistingResearch

…and deliver a blinded, confidential comparison of:

• Tactical mix• Investment• Results metrics• Processes• Staffing• Infrastructure• Plans

Fact-based insights

11Low prevalence cohort; p < .05; Outliers RemovedSource: TGaS Headcount & Total Marketing Spend Brand Database

Benchmark Range

Lifecycle Stage<=18 mos to launch

launch to 2 yrs

2-5 yrs post-launch

>5 yrs post-launch

n = 61; Custom Cohort

“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

• 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

Sample Analysis: Brand Marketing Budget by Cohort

Revenue

US

Mar

ketin

g B

udge

t

Brand A

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Sample: HCP Non-Personal Offline Marketing Budget

Cohort ABenchmark Avg* Brand A

Print Collateral (brochures, sales aids, leave behind pieces) $370,000 $825,000

Coupons/Vouchers/Savings Cards $280,000

Direct Mail $60,000Journal Ads $224,000 $367,125

• 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?

*Average of all brands who do a tactic; significantly different brands removed for some tactics

data for illustration only

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Digital Marketing Performance Benchmarks

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Tactic Metrics

WebsiteVisitsEngagement Rate (2+ Page Views)Enrollments, Enrollment Rate

Prevalence and annual budgets

eDetailingDigital DisplayDigital SponsorshipPDA3rd-Party eMails

Banner / Display AdvertisingImpressionsClicksCost per ImpressionCost per Click

Paid searchImpressionsClicksCost per ImpressionCost per Click

House EmailSentOpenedOpen Rate

3rd-Party EmailSentOpenedCost per SendCost per Open

Across both consumer and

HCP marketing

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Belowbenchmark

Atbenchmark

Abovebenchmark

Well belowbenchmark

Well abovebenchmark

RATING KEY:

Tactic Measure

Rolling Cohort Average

per month Brand A: 3Q12Your

Rating

Paid Search

Clicks 102,000 25,000

Cost per click (CPC) $2.50 $2.18

Banners

Impressions 43,000,000 10,313,768

Clicks 94,000 14,746

Cost per impression (CPI) $0.010 $0.012

Cost per click (CPC) $4.20 $8.26

CPA Number of enrollments 52,127 Not Appl.

Web SiteVisits 95,000 170,000

Engagement rate 60% 62%

EnrollmentEnrollments 4,350 494

Enrollment rate 10% 2%

EmailDelivered 4,000 1,350

Open rate 10% 9%

Sample Performance Metrics: Consumers

Data for illustration only

This pattern suggests:- Search volume

could be increased- Banners efficiencies could be improved

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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

Brand x

benchmark average

benchmark average

Note: outliers removed

= Benchmark Brands

= Brand x

Recommended target for your brand

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Sample Trends: HCPs: Video / Online Media

% Yes in 2013*

33%

67%

% planned for 2014

*2012 study participant indicated planned for 2013

• 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)

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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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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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Agenda

• TGaS Advisors Approach

• Brand Marketing Benchmark Deliverables

• Options for Investment

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Membership and project options

Option InvestmentFull membership, in-market brand• Results against selected brand cohort• Annual planning benchmark

• Tactical choices and investment by tactic, trends, qualitative feedback (1 report)

• Bi-annual consumer digital performance benchmark• Analysis and recommendations based on quant metrics showing

results from paid search, digital display, website, more (2)• Bi-annual HCP digital performance benchmark reports

• Same as consumer, but for HCP-specific efforts (2)• Advisory support (as needed)

$85,000

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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Thank You!Donna Wrayhttp://bit.ly/1ejzdr5Vice PresidentDigital & Relationship Marketing610.233.1209dwray@tgas.com

Rich Dudekhttp://bit.ly/16yPZh0Sr. Vice PresidentMarketing Advisory Practice610.292.4722richard.dudek@tgas.com

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