Purpose – A key objective of the 5th Annual Pharmaceutical Congress “Marketing ROI for Pharma” conference was to illustrate how in the midst of a very turbulent environment, and with higher demand for pharmaceutical marketers to deliver bigger profits from increasingly smaller promotional budgets, there are a few critical decision areas that, if addressed appropriately, can help to deliver better return on investment (ROI). This commentary paper aims to provide a summary of what was discussed.Design/methodology/approach – Given access to the conference presenters' original materials, the authors condensed the presentations into a summary article with reference to some recent academic work in the area.Findings – The article summarises the presentations of a number of European pharmaceutical industry practitioners, healthcare professionals and government policy personnel in their assessments of the turbulent European pharmaceutical industry environment and the challenges associated with optimising ROI from ...
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