Method and system for analyzing the effectiveness of marketing strategies

• US 20040210471A1
• Filed: 04/17/2003
• Published: 10/21/2004
• Est. Priority Date: 04/17/2003
• Status: Active Grant

• Current Assignee: TargetRx, Inc. (ICON PLC)
• Original Assignee: TargetRx, Inc. (ICON PLC)
• Inventors: Parker, Braden C., Howie, Patrick J., Luby, Michael J., Crook, Jason T., Priest, Adam R., Cohen, Daniel J., Kozloff, Jeffrey A.
• Granted Patent: US 7,080,027 B2
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 10/06 Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 10/0639 Performance analysis of employees; Performance analysis of enterprise or organisation operations
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls
• CPC Class Codes: G06Q 30/0204 Market segmentation

Abstract

A method and system for analyzing a “detail” (the use of promotional materials in combination with a sales pitch), measures the effectiveness of a sales presentation and its ability to drive market share through a standardized, quantitative evaluation of the entire sale presentation and its related components. The method includes administering a two, different surveys. The first survey, the Detail Performance Monitor survey, comprises an “in the field” test of how respondents are responding to various marketing strategies by tracking subsequent behavioral data of the respondents and comparing the behavioral data to the survey results. The second survey, the Detail Assessment survey, comprises an “in the lab” test of how various marketing strategies affect respondent attitude towards a product by comparing respondent attitude before and after presentation of a simulated “detail” that represents the marketing strategy.

Claims

1. A method for analyzing the effectiveness of a marketing strategy for at least one product, the method comprising:

administering a survey relative to a marketing material that has multiple components, wherein survey results are provided by respondents in a target industry;

tracking subsequent behavioral data of the respondents; and

determining, based on the survey results and the subsequent behavioral data, which components of the marketing material most significantly affect subsequent respondent behavior.

2. The method of claim 1, wherein the survey is administered to the respondents over a computer network and where respondents submit the survey results utilizing a computer.

3. The method of claim 1, wherein the marketing strategy is a marketing presentation, which comprises at least one of a visual component and a verbal component.

4. The method of claim 3, wherein the marketing presentation is a pharmaceutical detail and the respondents comprise physicians.

5. The method of claim 4, wherein the subsequent behavioral data comprises subsequent pharmaceutical prescribing behavior of the respondent physicians.

6. The method of claim 1, wherein the step of determining comprises employing statistical processing against the survey results and the subsequent behavioral data.

7. The method of claim 6, wherein the statistical processing comprises pooled regression.

8. The method of claim 1, further comprising creating a statistical model based on the survey results, wherein the statistical model represents an overall ability of the marketing strategy for the at least one product to influence respondents'"'"' behavior.

9. The method of claim 8, wherein the statistical model is represented by a score.

10. The method of claim 9, wherein the score ranges from 1 to 100, wherein a score of 1 represents a failure of the marketing strategy to influence respondent'"'"'s behavior.

11. The method of claim 8, further comprising creating an index, wherein the index represents a comparison of the statistical model of the marketing strategy for the at least one product to an expected statistical model based on the at least one product'"'"'s lifecycle.

12. The method of claim 11, wherein the index is normalized to a baseline such that an index above the baseline indicates that the marketing strategy for the at least one product is more effective than expected given the at least one products time on the market.

13. The method of claim 1, further comprising creating a statistical model based on a subset of the survey results collected from autonomous geographic regions, wherein the statistical model provides a measure of regional variation in receptivity to the marketing material.

14. The method of claim 13, wherein the statistical model is represented by a score.

15. The method of claim 14, wherein the score ranges from 1 to 100, wherein a score of 1 represents poor receptivity to the marketing materials.

16. The method of claim 1, further comprising creating a statistical model based on at least one message contained within the marketing material, wherein statistical model represents a predicted impact of the at least one message on the subsequent respondent behavior.

17. The method of claim 16, wherein the statistical model is represented by a score.

18. The method of claim 17, wherein the score ranges from 1 to 100, wherein a score of 1 indicates that the at least one message had no impact on the subsequent respondent behavior.

19. The method of claim 1, wherein components of the marketing material include visual material and audio.

94. The method of claim 1, wherein the multiple components comprises at least one of text and graphics.

20. A method for analyzing the effectiveness of a marketing strategy for at least one product, the method comprising:

administering a survey relative to marketing materials that have multiple components, wherein survey results are provided by respondents in a target industry;

determining to which of the marketing materials the respondents have been exposed within a predetermined amount of time before the survey is administered, wherein questions on the survey evaluate such marketing materials;

tracking subsequent behavioral data of the respondents; and

determining, based on the survey results and the subsequent behavioral data, which components of the marketing materials to which respondents have been exposed with the predetermined amount of time before the survey is administered most significantly affect subsequent respondent behavior.

21. The method of claim 20, wherein the survey is administered to the respondents over a computer network and where respondents submit the survey results utilizing a computer.

22. The method of claim 20, wherein the marketing strategy is a marketing presentation, which comprises at least one of a visual component and a verbal component.

23. The method of claim 22, wherein the marketing presentation is a pharmaceutical detail and the respondents comprise physicians.

24. The method of claim 23, wherein the subsequent behavioral data comprises subsequent pharmaceutical prescribing behavior of the respondent physicians.

25. The method of claim 20, wherein the survey has at least one research module tailored to at least one target group, the method further comprising determining to which of at least one target group the respondents belong, wherein the at least one target group corresponds with the at least one research module.

26. The method of claim 20, wherein the step of determining comprises employing statistical processing against the survey results and the subsequent behavioral data.

27. The method of claim 20, further comprising creating a statistical model based on the survey results, wherein the statistical model represents an overall ability of the marketing strategy for the at least one product to influence respondents'"'"' behavior.

28. The method of claim 27, wherein the statistical model is represented by a score.

29. The method of claim 28, wherein the score ranges from 1 to 100, wherein a score of 1 represents a failure of the marketing strategy to influence respondent'"'"'s behavior.

30. The method of claim 27, further comprising creating an index, wherein the index represents a comparison of the statistical model of the marketing strategy for the at least one product to an expected statistical model based on the at least one product'"'"'s lifecycle.

31. The method of claim 30, wherein the index is normalized to a baseline such that an index above the baseline indicates that the marketing strategy for the at least one product is more effective than expected given the at least one products time on the market.

32. The method of claim 20, further comprising creating a statistical model based on a subset of the survey results collected from autonomous geographic regions, wherein the statistical model provides a measure of regional variation in receptivity to the marketing material.

33. The method of claim 32, wherein the statistical model is represented by a score.

34. The method of claim 33, wherein the score ranges from 1 to 100, wherein a score of 1 represents poor receptivity to the marketing materials.

35. The method of claim 20, further comprising creating a statistical model based on at least one message contained within the marketing material, wherein statistical model represents a predicted impact of the at least one message on the subsequent respondent behavior.

36. The method of claim 35, wherein the statistical model is represented by a score.

37. The method of claim 36, wherein the score ranges from 1 to 100, wherein a score of 1 indicates that the at least one message had no impact on the subsequent respondent behavior.

38. The method of claim 20, wherein components of the marketing materials include visual material and audio.

39. A method for analyzing the effectiveness of a marketing strategy for at least one product, the method comprising:

administering a survey to respondents, wherein the survey consists of at least one module and wherein respondents provide survey results in response to at least one marketing sample;

determining respondent attitude to the at least one product before respondents are exposed to the at least one marketing sample;

tabulating the survey results of the at least one module;

determining what effect the at least one marketing sample had on respondent attitude regarding the at least one product; and

determining how the at least one marketing sample can be expected to affect future behavior of the respondents.

40. The method of claim 39, wherein the at least one module comprises at least one of a group of questions regarding characteristics of a specific respondent, a presentation of the at least one marketing sample, a group of questions regarding impact of the at least one marketing sample, a group of questions regarding presentation of at least one competing product of the at least one product, and a group of questions regarding effectiveness of the at least one marketing sample.

41. The method of claim 39, further comprising creating a statistical model based on the survey results, wherein the statistical model represents an overall ability of the marketing strategy for the at least one product to influence respondents'"'"' behavior.

42. The method of claim 41, wherein the statistical model is represented by a score.

43. The method of claim 42, wherein the score ranges from 1 to 100, wherein a score of 1 represents a failure of the marketing strategy to influence respondent'"'"'s behavior.

44. The method of claim 41, further comprising creating an index, wherein the index represents a comparison of the statistical model of the marketing strategy for the at least one product to an expected statistical model based on the at least one product'"'"'s lifecycle.

45. The method of claim 44, wherein the index is normalized to a baseline such that an index above the baseline indicates that the marketing strategy for the at least one product is more effective than expected given the at least one product'"'"'s time on the market.

46. The method of claim 39, further comprising creating a statistical model based on a subset of the survey results collected from autonomous geographic regions, wherein the statistical model provides a measure of regional variation in receptivity to the marketing material.

47. The method of claim 46, wherein the statistical model is represented by a score.

48. The method of claim 47, wherein the score ranges from 1 to 100, wherein a score of 1 represents poor receptivity to the marketing materials.

49. The method of claim 39, further comprising creating a statistical model based on at least one message contained within the marketing material, wherein statistical model represents a predicted impact of the at least one message on the subsequent respondent behavior.

50. The method of claim 49, wherein the statistical model is represented by a score.

51. The method of claim 50, wherein the score ranges from 1 to 100, wherein a score of 1 indicates that the at least one message had no impact on the subsequent respondent behavior.

52. The method of claim 39, wherein the at least one module is the presentation of the at least one marketing sample, the presentation comprising multimedia, having both images and audio, delivered over a computer network.

53. The method of claim 39, wherein the at least one module is the presentation of the at least one marketing sample and wherein the presentation is for multiple marketing samples, further comprising recruiting a sample size of respondents proportional to the multiple marketing samples and presenting the presentation for each of the multiple marketing samples once to the respondents.

54. The method of claim 39, wherein the marketing strategy is a marketing presentation, which comprises at least one of a visual component and a verbal component.

55. The method of claim 54, wherein the marketing presentation is a pharmaceutical detail and the respondents comprise physicians.

56. A method for analyzing the effectiveness of marketing strategies for various competing products in a market, the method comprising:

administering a first survey relative to marketing materials that have multiple components for several of the various competing products, wherein first survey results are provided by a first group of respondents in a target industry corresponding to the market;

tracking subsequent behavioral data of the first group of respondents;

determining, based on the first survey results and the subsequent behavioral data, which components of the marketing materials for the several of the various competing products most significantly effect subsequent respondent behavior;

creating a first statistical model based on the first survey results, wherein the first statistical model represents an overall ability of the marketing materials for the several of the various competing products to influence respondent behavior;

administering a second survey to a second group of respondents for at least one competing product of the various competing products that is different from the several of the various competing products analyzed in the first survey, wherein the second survey consists of at least one module and wherein the second group of respondents provide second survey results in response to at least one marketing sample;

determining respondent attitude of the second group of respondents to the at least one competing product before respondents are exposed to the at least one marketing sample;

tabulating the second survey results of the at least one module;

determining what effect the at least one marketing sample had on respondent attitude of the second group of respondents regarding the at least one competing product of the various competing products;

determining how the at least one marketing sample can be expected to affect future behavior of the respondents;

creating a second statistical model based on the second survey results, wherein the second statistical model represents an overall ability of the marketing materials for the at least one competing product of the various competing products to influence respondent behavior; and

comparing the first statistical model to the second statistical model, wherein the comparison indicates the effectiveness of the marketing materials for the at least one competing product with respect to the marketing materials for the several of the various competing products.

57. The method of claim 56, wherein the first group of respondents and the second group of respondents have overlapping members.

58. The method of claim 56, wherein the first statistical model is represented by a score.

59. The method of claim 58, wherein the score ranges from 1 to 100, wherein a score of 1 represents a failure of the marketing materials of the several of the various competing products to influence respondent'"'"'s behavior.

60. The method of claim 56, further comprising creating an index, wherein the index represents a comparison of the first statistical model of the marketing materials for the several of the various competing products to an expected statistical model based on the lifecycle of the several of the various competing products.

61. The method of claim 60, wherein the index is normalized to a baseline such that an index above the baseline indicates that the marketing materials for the several of the various competing products is more effective than expected given the several of the various competing products'"'"' time on the market.

62. The method of claim 56, wherein the second statistical model is represented by a score.

63. The method of claim 62, wherein the score ranges from 1 to 100, wherein a score of 1 represents a failure of the marketing materials of the at least one competing product of the various competing products to influence respondent'"'"'s behavior.

64. The method of claim 56, further comprising creating an index, wherein the index represents a comparison of the second statistical model of the marketing materials for the at least one product competing product of the various competing products to an expected statistical model based on the at least one competing product'"'"'s lifecycle.

65. The method of claim 64, wherein the index is normalized to a baseline such that an index above the baseline indicates that the marketing materials for the at least one competing product is more effective than expected given the at least one competing product'"'"'s time on the market.

66. The method of claim 56, wherein the step of determining which components of the marketing materials most significantly affected subsequent respondent behavior comprises employing statistical processing against the survey results and the subsequent behavioral data.

67. The method of claim 66, wherein the statistical processing comprises pooled regression.

68. The method of claim 56, wherein the marketing strategy is a marketing presentation, which comprises at least one of a visual component and a verbal component.

69. The method of claim 56, wherein the marketing presentation is a pharmaceutical detail and the respondents comprise physicians.

70. The method of claim 69, wherein the subsequent behavioral data comprises subsequent pharmaceutical prescribing behavior of the respondent physicians.

71. The method of claim 56, wherein the components of the marketing materials include visual material and audio.

72. The method of claim 56, wherein the at least one marketing sample includes visual material and audio.

73. A method for analyzing the effectiveness of marketing strategies for various competing products in a market, the method comprising steps of:

administering a first survey relative to marketing materials that have multiple components for several competing products, wherein first survey results are provided by a first group of respondents in a target industry corresponding to the market;

administering a second survey to a second group of respondents for at least one competing product of the various competing products analyzed in the first survey, wherein the second survey consists of at least one module and wherein the second group of respondents provides second survey results in response to at least one marketing sample; and

determining, based on a comparison of the first survey results and the second survey results, the effectiveness of the marketing materials for the at least one competing product with respect to the marketing materials for the several of the various competing products.

74. The method of claim 73, further comprising:

tracking subsequent behavioral data of the first group of respondents; and

determining, based on the first survey results and the subsequent behavioral data, which components of the marketing materials for the several of the various competing products most significantly effect subsequent respondent behavior; and

creating a statistical model based on the first survey results, wherein the statistical model represents an overall ability of the marketing materials for the several of the various competing products to influence respondent behavior.

75. The method of claim 74, wherein the step of determining which components of the marketing materials most significantly affected subsequent respondent behavior comprises employing statistical processing against the survey results and the subsequent behavioral data.

76. The method of claim 75, wherein the statistical processing comprises pooled regression.

77. The method of claim 74, wherein the statistical model is represented by a score.

78. The method of claim 77, wherein the score ranges from 1 to 100, wherein a score of 1 represents a failure of the marketing materials of the several of the various competing products to influence respondent'"'"'s behavior.

79. The method of claim 74, further comprising creating an index, wherein the index represents a comparison of the statistical model of the marketing materials for the several of the various competing products to an expected statistical model based on the lifecycle of the several of the various competing products.

80. The method of claim 79, wherein the index is normalized to a baseline such that an index above the baseline indicates that the marketing materials for the several of the various competing products is more effective than expected given the several of the various competing products'"'"' time on the market.

81. The method of claim 73, further comprising:

determining respondent attitude of the second group of respondents to the at least one competing product before the first group of respondents are exposed to the at least one marketing sample;

tabulating the second survey results of the at least one module;

determining what affect the at least one marketing sample had on respondent attitude of the second group of respondents regarding the at least one competing product of the various competing products;

determining how the at least one marketing sample can be expected to affect future behavior of the respondents; and

creating a statistical model based on the second survey results, wherein the second statistical model represents an overall ability of the marketing materials for the at least one competing product of the various competing products to influence respondent behavior.

82. The method of claim 81, wherein the statistical model is represented by a score.

83. The method of claim 82, wherein the score ranges from 1 to 100, wherein a score of 1 represents a failure of the marketing materials of the at least one competing product of the various competing products to influence respondent'"'"'s behavior.

84. The method of claim 82, further comprising creating an index, wherein the index represents a comparison of the statistical model of the marketing materials for the at least one product competing product of the various competing products to an expected statistical model based on the at least one competing product'"'"'s lifecycle.

85. The method of claim 84, wherein the index is normalized to a baseline such that an index above the baseline indicates that the marketing materials for the at least one competing product is more effective than expected given the at least one competing product'"'"'s time on the market.

86. The method of claim 73, wherein the marketing strategy is a marketing presentation, which comprises at least one of a visual component and a verbal component.

87. The method of claim 73, wherein the marketing presentation is a pharmaceutical detail and the respondents comprise physicians.

88. The method of claim 87, wherein the subsequent behavioral data comprises subsequent pharmaceutical prescribing behavior of the respondent physicians.

89. The method of claim 73, wherein the components of the marketing materials include visual material and audio.

90. The method of claim 73, wherein the at least one marketing sample includes visual material and audio.

91. The method of claim 73, wherein the first group of respondents and the second group of respondents have overlapping members.

92. A system for analyzing the effectiveness of a marketing strategy for at least one product, the system comprising:

at least one web server, which hosts and administers at least one survey evaluating the marketing strategy, wherein results of the at least one survey are compared to subsequent behavioral data of the respondents to determine which aspects of the marketing strategy most significantly affect subsequent respondent behavior;

at least one user terminal, wherein a respondent replies to the at least one survey using the at least one user terminal; and

a wide area network, providing communication between the at least one web server and the at least one user terminal.

93. A system for analyzing the effectiveness of a marketing strategy for at least one product, the system comprising:

at least one web server, which hosts and administers at least one survey evaluating the marketing strategy, wherein results of the at least one survey are compared to attitudes of the respondents towards the at least one product before the survey to determine which aspects of the marketing strategy can be expected to affect future behavior of the respondents;

at least one user terminal, wherein a respondent replies to the at least one survey using the at least one user terminal; and

a wide area network, providing communication between the at least one web server and the at least one user terminal.