1. 0
Optimising Promotional
Spend in the Times of
Budgetary Pressures
Lucia RAILEAN
Vice-President Russia and CIS, IMS Health
May 20, 2015
Adam Smith Conference, St. Petersburg

2. 1
Optimize (v.) – 1844, "to act as an optimist," back-
formation from optimist. Meaning "to make the most of"
is first recorded 1857.
Optimization?
Optimization implies modifying the system to
raise efficiency in achieving a goal.
Wikipedia, Etymology Dictionary
Innovate (v.) – 1540, to renew, to "make changes in
something established".

3. 2
Budget – leather bag, wallet, pouch
Budget Spend?
Spend – to pay away
Wikipedia, Etymology Dictionary

4. 3
∑
Mathematics
Insights Technologies Services
Increased data (BIG DATA) SMART Technologies NEW Expertise

5. 4
Budgetary spend (system) as it is
Face-to-Face
Conference
E-Detailing
Mailing
Print Advertising
Social Media
As a result
Channels

6. 5
•Patient adherence: Pharmaceutical companies lose up to
25%* revenue because of low patient adherence.
•Patient power: Having economic power, patient stands with
leading role in treatment. Focus to the disease treatment shifts to health
management.
•Competition from outside the industry: Invasion to
the market of non-traditional players (medtech, e- and m-health, non-
pharmacy retailers, IT, telecom, foods, consumer products, etc.).
Why optimizing, i.e. modifying the system?
* - World Health Organization

7. 6
Redefined system
Self-control
Patient schools
Home service
Diagnostics
Reimbursement
Ambulatory care
Support 24/7
Healthy lifestyle
Self-realization

8. 7
From product to health outcomes

9. 8
A Particular Person as a Key Client
Doctor as a Partner (not a Client)
Personalized Communication vs Promotion
Integrated Sales and Marketing
Management of Integrated system
New Expertise / New Paradigms:

10. 9
Management of Integrated system
Information
Technology Expertise
Integrated Innovative Personalized
SOLUTION
Actionable data and Insights for
decision making and defining Sales
and Marketing strategy
Technologies and Solutions for systemic
and integrated approach of Sales and
Marketing strategy orchestration
Implementation and
management of Sales and
Marketing strategy

11. 10
Let’s act as Optimists!