BUSINESS ISSUE Many choices, less clarity Resource allocation for a drug launch or even an existing product has never been a simple task, but these days, market conditions and the variety of channel options has made finding the ideal promotional mix significantly complex. A drug’s promotional mix can be crucial to ensuring its success or contributing to its failure. An optimal mix maximizes the ROI for promotional spending—improvements to the marketing mix can boost revenues as much as 10%. As marketers have a dizzying array of promotional options, old assumptions have become suspect. For instance, it’s no longer enough to figure out how a specific promotional activity affects a product’s sales—each activity may have a different marketing aim, and marketers must determine how o

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