Abstract:

This paper is a contribution to the ESOMAR Seminar on competitor analysis in the pharmaceutical market. It has the intention to point at practical analysis of competitor promotion. This in itself is not new, of course, but the paper describes another way of looking at such data, in order to make these very useful in the field of media planning. Media planning becomes more and more important for pharmaceutical marketers, especially in those markets where budgets become tighter and tighter.