| A Troyanos Group, Ltd. Publication | Volume II, August 2010 |
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By Bill Keller
President, DataTech Concepts
“In an effort to make marketing and media buying more manageable, even sophisticated companies use averages: one target, one offer, one message. Focusing on the ‘average’ isn’t necessarily bad–but it should only be a starting point for your marketing efforts–not an end goal.”
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 Do Incentive Programs Really Work for Pharma Brands?
By Al Kenney
Partner, M2 Worldwide Global Strategic Marketing
“Do incentives to patients such as free trials and co-pay offsets really pay out for the Pharma Marketer? Is the practice of delivering these patient discounts changing behavior by increasing trial, compliance, and/or persistence? This is such a loaded question.”
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By Tony Hodges and Rick Ray
Partners, brandstory
 “If you work in advertising or P.R., direct marketing or new media, you well know the value of stories to your campaigns.  Stories engage your viewers and readers like nothing else and make your messages stick. But if stories work for individual campaigns, how much better might they work across all brand activities?” |
 Refreshing Focus Groups
By Robert J. Morais
Principal, Weinman Schnee Morais, Inc.
“Even with so many market research options, from real-world based ethnographic observation to online panels to complex surveys, marketers still field hundreds of thousands of focus groups annually. Yet executives admit ruefully that they have allowed a few focus groups to determine a winning creative idea or predict the sales potential of a new product.”
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| The Troyanos Group, Ltd. is an Executive Search and Consulting firm specializing in Marketing and Marketing Communications. https://troyanosgroup.com/ |
