Advertising/Detailing - Case Studies While Medical Journal Advertising alone has been proven to increase Rx's, increase sales, and provide a strong ROI, the next obvious question to be explored is "How does this medium work in conjunction with other major tactics?" In this section, we will explore its value with and without detailing. What you will find is that not only does Medical Journal Advertising have a superior ROI compared to detailing throughout the life-cycle of a product, overall it magnifies the selling effort -- and thus raises detailing's ROI. This is not surprising as a recent analysis of 68 advertising/detailing compaigns from 1995-1999 covering 136,000 physicians (source: PERQ/HCI) showed that 72% of the time, advertising increased detailing's ROI...and when it did, it did so by 37%. But there is one additional point to be made here. While Medical Journal Advertising increases the ROI of detailing, it does so at a fraction of the expense. This fact should help marketers gain efficiencies within their marketing mix. Case Studies Case Study #1 (All Products) Case Study #2 (Products 1-4 Years) Case Study #3 (Products > 4 Years)
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