DES MOINES, Iowa, Jan. 4, 2012 /PRNewswire/ -- Pharmaceutical marketers who need to calibrate multi-channel marketing and sales resources and spending to maximize ROI have limitless questions. SyntheSight™, a new proprietary pharmaceutical multi-channel marketing optimization methodology developed by RMi with a patent-pending IntelliScore™, provides actionable insights and ad hoc reporting to help brand leaders find answers.
SyntheSight features two primary components: OptiView™, an online dashboard environment, provides an action-oriented view of program performance and recommendations to optimize results; and IntelliScore features a real-time customer interaction quotient reflecting engagement and facilitating investment optimization for ROI.
"The pharmaceutical industry is struggling with accountability of multi-channel marketing spending and reliably predicting and measuring ROI," said Andrea Westmeyer, RMi president. "SyntheSight methodology allows our clients to carefully calibrate their brand marketing and sales functions based on real measurable marketing insights, and to better leverage that knowledge for increased brand sales, or throughout their enterprise or franchise."
RMi client Jay Appel, director of physician relationship marketing at Amgen, has had SyntheSight in test use for over one year. "This is the future of our business," he said. "From first impression to engagement to behavioral change, the SyntheSight methodology enables us to effectively evaluate key tactics as we optimize our multi-channel marketing."
According to Westmeyer, SyntheSight users engaged in multi-channel marketing programs have 51 percent greater physician engagement than programs utilizing sales alone. By month six of a SyntheSight –managed, multi-channel marketing program, 62 percent of targets were engaged with one or more program elements. On average, multi-channel marketing programs utilizing SyntheSight have produced an 11.8 percent sales lift for RMi clients, she noted.
Westmeyer said SyntheSight methodology offers marketers a real-time view of their customers to drive sales for a single brand, or to better leverage data insights to benefit multiple brands in an enterprise. According to Westmeyer, RMi's clients are using SyntheSight to fill the "actionable insights knowledge gaps" in their marketing organizations to help answer questions, such as:
- Was marketing spend optimized? (Right target, message, choice of tactics? Positive ROI?)
- What was the sales lift from marketing spend? Which tactics worked best?
- Can I predict or forecast lost sales?
- Can we leverage category insights into successful physician engagement from one brand to another?
"Breaking barriers to physician engagement requires cutting through the clutter with marketing and sales programs carefully calibrated to optimize sales growth, while controlling costs," Westmeyer concluded. "SyntheSight methodology in practice produces real. measurable. insight.™ which offers scalable solutions for any brand, franchise or enterprise marketing to HCPs."
RMi is a peerless team of HCP marketing engagement specialists who break barriers, clutter and records with best-of-breed measurement and optimization strategies and technology to engage targets and increase sales. SyntheSight™, RMi's proprietary pharmaceutical industry multichannel optimization methodology, provides nearly real-time actionable insights to optimize sales and marketing spend. To learn more visit http://sales.rmarketing.com for a short video and capabilities overview.
John Dutcher, APR, Dutcher & Associates, L.L.C.
Andrea Westmeyer, RMi
™ SyntheSight, OptiView and IntelliScore are registered trademarks of RMi.
™ real. measurable. insight. is a registered trademark of RMi.