METHOD AND SYSTEM FOR ANALYZING THE EFFECTIVENESS OF MARKETING STRATEGIES

• US 20110202388A1
• Filed: 04/27/2011
• Published: 08/18/2011
• Est. Priority Date: 04/17/2003
• Status: Abandoned Application

• Current Assignee: TargetRx, Inc. (ICON PLC)
• Original Assignee: TargetRx, Inc. (ICON PLC)
• Inventors: HOWIE, Patrick J., LUBY, Michael J., PRIEST, Adam R., COHEN, Daniel J., KOZLOFF, Jeffrey A., PARKER, Braden C., CROOK, Jason T.
• Application Number:
  US13/095,354
• Publication Number:
  US 20110202388A1
• Time in Patent Office: Days
• US Class Current: 705/7.32
• 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 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 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 on a computer how the at least one marketing sample can be expected to affect future behavior of the respondents.

2. The method of claim 1, 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.

3. 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.

4. The method of claim 3, wherein the statistical model is represented by a score.

5. The method of claim 4, 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.

6. The method of claim 3, 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.

7. The method of claim 6, 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.

8. 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.

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 poor receptivity to the marketing materials.

11. 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.

12. The method of claim 11, wherein the statistical model is represented by a score.

13. The method of claim 12, 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.

14. The method of claim 1, 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.

15. The method of claim 1, 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.

16. 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.

17. The method of claim 16, wherein the marketing presentation is a pharmaceutical detail and the respondents comprise physicians.

18. 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, which includes at least some questions different from the questions in the first survey, to a second group of respondents, non-identical to the first 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 on a computer, 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.

19. The method of claim 18, 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.

20. The method of claim 19, 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.

21. The method of claim 20, wherein the statistical processing comprises pooled regression.

22. The method of claim 19, wherein the statistical model is represented by a score.

23. The method of claim 22, 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.

24. The method of claim 18, wherein the marketing strategy is a marketing presentation, which comprises at least one of a visual component and a verbal component.

25. The method of claim 18, wherein the marketing presentation is a pharmaceutical detail and the respondents comprise physicians.

26. The method of claim 18, wherein the subsequent behavioral data comprises subsequent pharmaceutical prescribing behavior of the respondent physicians.

27. The method of claim 18, wherein the components of the marketing materials include visual material and audio.

28. The method of claim 18, wherein the at least one marketing sample includes visual material and audio.

29. The method of claim 18, wherein the first group of respondents and the second group of respondents have overlapping members.