Despite working extremely hard, why do some brand managers fail to achieve brand targets? Though there could be several reasons for non-achievement, the commonest one is faulty promotional planning. For a brand to achieve its targets, it must reach the right doctors through the right medium at the right number of times. Who are the right doctors? How many times do they need to be reminded so that the brand becomes a pen habit?
Strategic promotional planning has become crucial today when brand managers have increasing options of physical and digital media. Promotional planning is science-based on fundamental principles of marketing and advertising. When done correctly, it not only ensures target achievement but also gives higher returns on lower promotional budgets for pharma marketing departments.
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