Tom Lawrence of Meta Pharmaceutical Services LLC, a solution provider company at the marcus evans PharmaMarketing Summit 2012, on marketing mature pharmaceutical brands. Interview with: Tom Lawrence, Chief Executive Officer, Meta Pharmaceutical Services LLC

1. Pharmaceutical Marketing
before Loss of Exclusivity
promotion when LOE hit. Their thinking Over the next three years, loss of
was that health care providers (HCPs) exclusivity threatens USD 55 bn in
were set in their ways and there were pharmaceutical sales; these brands can
no cost-effective solutions that would expect their market share to decline by
change prescribing habits on a mature more than 80 per cent within six
brand. months of generic intrusion.
The paradigm has really shifted recently We worked on a highly publicized
where brands are now ramping up campaign for a major brand in 2011. An
promotion in the one to two years aggressive, calculated marketing
before LOE, in order to maximize their strategy, just as I mentioned, allowed
sales and manage that post-LOE this brand to maintain over 40 per cent
downslope from a higher starting point. of its market share a month after
Interview with: Tom Lawrence, At that late point in the life cycle, generic entry. Estimated sales after LOE
Chief Executive Officer, Meta development costs have been covered, are still forecasted at over a billion
Pharmaceutical Services LLC production is efficient and the brand is dollars.
at its most profitable time. Most
importantly, HCPs are still receptive to
The time has come where marketers promotional efforts and will start new
can look at Loss of Exclusivity (LOE)
as a final opportunity instead of a
patients in anticipation of a future
generic option. Copy cards, non Nothing
death sentence, says Tom Lawrence, personal promotion directed by the Rx
Chief Executive Officer, Meta
Pharmaceutical Services LLC. At
data, managed care focused
communications and patient focused
justifies spend
that late point in a pharmaceutical
product‟s life cycle, development costs
information are all proven drivers of
increased sales.
like robust
will have been recovered, production
will be efficient and the brand will be With budgets increasingly tight and ROI results
at its most profitable time, he adds. sales support overburdened, it can
be tough to justify marketing
From a solution provider company at spends in this arena. What do you
the marcus evans PharmaMarketing tell clients? Any final words of advice on LOE
Summit 2012, in Wheeling, Illinois, marketing support?
April 30 - May 2, Lawrence shares his Nothing justifies spend like robust ROI
insights into marketing mature brands results. Since MetaPharm is as adept at The time has come where marketers
before LOE and managing the post-LOE data analyses as program execution, we can look at LOE as a final opportunity
downslope. always perform a follow up ROI analysis instead of a death sentence. Low-cost,
on every program we administer. Time effective and quick promotions can drive
Meta has a depth of experience with and time again, we see ROIs in the 5:1 share among all your HCP populations.
mature brands. What works for to 10:1 range. Often, responders to the Proven ROI results have justified
brands that are mature or promotions have up to a 30:1 ROI! A continuing your attention on these
approaching LOE? five-wave promotion could be only a brands right up to LOE and even
USD 15 spend per HCP. Get one beyond. That new thinking has
It used to be that pharmaceutical incremental Rx from every three HCPs unleashed an avalanche of innovative
marketing teams would wind down and you still have a 3:1 ROI. Show us strategic campaigns. Remember, as
sales force support towards the end of a another promotional arena that has Yogi Berra said, “It ain‟t over „till it‟s
brand‟s life cycle, then shut down all such a track record of great ROI. over”!

2. About the PharmaMarketing Summit 2012
The Marketing Network -
marcus evans Summits group
This unique forum will take place at the Westin Chicago North Shore, Wheeling,
delivers peer-to-peer information
Illinois, April 30 - May 2, 2012. Offering much more than any conference, exhibition
on strategic matters, professional
or trade show, this exclusive meeting will bring together esteemed industry thought
trends and breakthrough
leaders and solution providers to a highly focused and interactive networking event.
innovations.
The Summit includes presentations on social media, healthcare reform and how to
approach emerging markets.
www.pharmamarketingsummit.com
Contact
Please note that the Summit is a
Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits
closed business event and the
Division
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About Meta Pharmaceutical Services
Meta Pharmaceutical Services (MetaPharm) is on the leading edge of the dynamic pharmaceutical industry providing strategic data
analyses combined with proven non-personal promotion. As sales forces shrink, the need to distribute impactful messaging among
multiple channels is paramount. MetaPharm is the only industry partner who has over a decade of experience in mining your data
for the most responsive HCPs, tying that to your local managed care position, working with your agencies on content development,
flawlessly distributing the promotional campaigns via digital or direct mail, and finally providing a robust ROI analysis to determine
the program‟s effect on prescribing.
MetaPharm – Information. Insight. Impact.
For more information: www.metapharm.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world‟s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings.
For more information, please visit: www.marcusevans.com
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To view the web version of this interview please click here: www.pharmamarketingsummit.com/TomLawrence