Do Pharmaceutical New Launch Products Have Low ROI?
Another Pharma SFE Myth to be busted?
Myth:
Many believe new launches are promotional money pits, while mature products deliver higher ROI and justify every dollar.
Truth:
Pharma is a long-term game. One-year results don’t tell the full story—assess performance over at least 5 years. Predicting future carryover is crucial and where most models fall short. Get it right, and you’ll reveal the real ROI.
Takeaway:
All promotional dollars must be allocated using one consistent method, so new launches and mature brands are judged by the same criteria. If the ROI isn’t balanced, you’re either not allocating well or not measuring correctly.
Your Turn:
Do you agree? Do you put new brands in the same race as mature ones? Share your thoughts below!
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