Method and system for analyzing the effectiveness of marketing strategies

• US 7,080,027 B2
• Filed: 04/17/2003
• Issued: 07/18/2006
• Est. Priority Date: 04/17/2003
• Status: Expired due to Fees

• 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.
• Primary Examiner(s): MEINECKE DIAZ, SUSANNA M
• Application Number:
  US10/417,326
• Publication Number:
  US 20040210471A1
• Time in Patent Office: 1,188 Days
• Field of Search: 705/10
• US Class Current: 705/7.31
• 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;

wherein the survey related to a marketing material is a first survey 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;

wherein the determining includes determining which components of the marketing materials for the several of the various competing products most significantly effect subsequent respondent behavior;

the method further comprising;

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.

2. The method of claim 1, wherein the first survey is administered tote respondents over a computer network and where respondents submit the first 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 1, wherein the first 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, wherein creating a first statistical model includes creating a model based on a subset of the first 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, wherein creating a first statistical model includes creating a model based on at least one message contained within the marketing material, wherein statistical mode 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.

20. The method of claim 1, wherein the first group of respondents and the second group of respondents have overpaying members.

21. The method of claim 1, wherein the first statistical model is represented by a score.

22. The method of claim 21, 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.

23. The method of claim 1, 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.

24. The method of claim 23, 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.

25. The method of claim 1, wherein the second statistical model is represented by a score.

26. The method of claim 25, 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.

27. The method of claim 1, 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.

28. The method of claim 27, 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.

29. The method of claim 1, 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.

30. The method of claim 29, wherein the statistical processing comprises pooled regression.

31. 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.

32. The method of claim 1, wherein the marketing presentation is a pharmaceutical detail and the respondents comprise physicians.

33. The method of claim 32, wherein the subsequent behavioral data comprises subsequent pharmaceutical prescribing behavior of the respondent physicians.

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

35. The method of claim 1, wherein the at least one marketing sample includes visual material and audio.

36. The method of claim 1, wherein the survey relative to marketing materials is a first survey, and wherein first survey results are provided by a first group of respondents in a target industry corresponding to the market the method further comprising:

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.

37. The method of claim 1, 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.

38. The method of claim 37, 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.

39. The method of claim 38, wherein the statistical processing comprises pooled regression.

40. The method of claim 37, wherein the statistical model is represented by a score.

41. The method of claim 40, 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.

42. The method of claim 37, 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.

43. The method of claim 42, 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.

44. The method of claim 36, 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.

45. The method of claim 44, wherein the statistical model is represented by a score.

46. The method of claim 45, 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.

47. The method of claim 45, 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.

48. The method of claim 47, 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.

49. The method of claim 36, wherein the marketing strategy is a marketing presentation, which comprises at least one of a visual component and a verbal component.

50. The method of claim 36, wherein the marketing presentation is a pharmaceutical detail and the respondents comprise physicians.

51. The method of claim 50, wherein the subsequent behavioral data comprises subsequent pharmaceutical prescribing behavior of the respondent physicians.

52. The method of claim 36, wherein the components of the marketing materials include visual material and audio.

53. The method of claim 36, wherein the at least one marketing sample includes visual material and audio.

54. The method of claim 36, wherein the first group of respondents and the second group of respondents have overlapping members.

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

56. The method of claim 1, wherein the survey relative to marketing materials is a first survey, arid wherein first survey results are provided by a first group of respondents in a target industry corresponding to the market the method further comprising:

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.