Welcome to Analysis of ROI for Pharmaceutical Promotion


Go to the Budget Reallocation Calculator - measure the potential impact of budget changes on ROI.

Analysis of ROI for Pharmaceutical Promotion (ARPP): A Second Independent Study

Welcome to the ARPP analysis home page. This page provides healthcare marketers with the results obtained from this second landmark study of pharmaceutical promotion.

ARPP is an independent study comparing the average marginal Return on Investment (ROI) for four major promotional tactics: Detailing, Direct-to-Consumer Advertising, Advertising in Medical Publications, and Physician Meetings & Events. The results of this analysis were first presented to the healthcare industry on September 18,2002 by its author, Dr. Dick Wittink. This page includes a pdf file of the slides and speakers notes used during that presentation. You may also view a webcast of the original presentation.

This page also contains an Executive Summary, which is also available as a pdf file; Frequently Asked Questions (FAQ) section; a Definition of Terms used in the analysis; the Regression Analysis Model that was used; and, a listing of Steering Committee Members who provided guidance and direction for the study.

You can measure the impact of budget changes on your products ROI by using the Budget Reallocation Calculator. This calculator uses the average marginal ROI's from the ARPP Analysis to measure the predicted revenue changes of budget allocations or reallocations.