Problem
A U.S. speciality brand in a competitive market had executed several non-personal promotional (NPP) tactics over a year and one half period. However, the team was not sure if this approach was actually growing the business or if the growth was based on other sales and marketing activity. Specifically, no one really knew what the results were, what the key drivers of the business were, and if they should be spending money in the future years in this areas. The NPP had many elements such as SEO, Web MD, Epocrates, and teledetailing.
Solution
The M2 Worldwide team collected and analyzed all available data needed to determine the effectiveness of the program. As part of the analysis we conducted an audit of all data and reports including:- Webtrends,
- IMS data,
- Sales force feedback
Results
- The ICM process provided the company with the financial justification to invest in a more robust NPP plan.
- The new NPP roadmap demonstrated a 6 to 1 ROI which was triple the rate of the previous program.
- The brand was recognized as one of the leading innovators in the company.
- The approach was used by other brands within the company and became a standard process with the center of excellence team.
- The brand manager was promoted based on the success of the program.
Timing
8 months from start to finish
Our Clients Say
"I have worked extensively with the team at M2 Worldwide. They are well-known experts in the field of professional and consumer relationship marketing, and have continually demonstrated a high degree of quality, customer focus and determination to complete every project to the highest standards in their industry. M2 Worldwide has always worked closely with our teams throughout the entire project process, ensuring optimized outcomes despite changes in the market environment or team personnel and objectives. They act as integral partners to the commercial teams, openly sharing and advocating use of strategic insights from project design through to implementation. Key metrics of persistency and adherence, along with metrics associated with program participation and loyalty, consistently demonstrate the positive outcomes of M2 Worldwide's work."
Director, Specialty Group Pfizer
"M2 Worldwide has made valuable contributions to our business. Their work is always based upon solid insights, and leads to actionable recommendations. Their expertise in international markets and Relationship Marketing is a unique mix. They are personal, expert and get great results."
Process Engineer, Novartis Pharmaceuticals
"I have the highest regard for my M2 team and the ultimate trust and respect. I can’t tell you how much we enjoy our relationship with you and count on your trusty counsel. Thank you so much for all that you do and how well you do it."
Brand Director, Auxilium
"When I work with M2 Worldwide, I am fully confident in their abilities to achieve the desired results, but more importantly, to do so in a way that supports the long term strategy for my brand. I enjoy working with M2 Worldwide as they consistently strive to deliver exactly what I am looking for, and to reach my vision. Their goal is to advance my brand, and they really have been an extension of my team."
Sr. Product Manager, TEVA/Barr Laboratories
"You guys ALWAYS bend over backwards helping out and being flexible with everything so I want to ensure you know I am just teasing - which is also another trait that makes it so fun/interesting to work with you. Having a sense of humor and being able to have some fun with this stuff, while at the same time doing great work is pretty scarce and it makes it all the more valuable when you have it"
Sr Product Manager Center Of Excellence, WYETH
"I have worked with M2 Worldwide on separate occasions and would highly recommend them to anyone looking for an expert in relationship marketing. M2 Worldwide's ability to leverage complex methodologies yet keep it simple in execution are a testament to their deep experience in their field.”
“M2 Worldwide's rich customer insights and unique approach to marketing made an indelible mark on our teams. They bring a great blend of solid experience and the ability to find new opportunities within traditional assignments. Their teams always provided materials that were well-received, and we have continued to use and learn from the work we did with M2WW, long after projects were completed.”
Director Interative Consumer Marketing, Sanofi-Aventis
