Case History Database

Testosterone. It makes a bloke love footy, drink beer, chase chicks and brag to the fellas. But what happens when he doesn’t have enough and neither he, nor his doctor, knows it? This paper tells how Bayer Schering Pharma connected doctors with testosterone deficient patients, educating them about an insidious male condition; demonstrating the value of insight, creativity and local strategy in pharmaceutical marketing. What sort of value? A spend increase of $247,000 delivered incremental revenue of $1.96million; $2.2million projected incremental revenue and $3.05 direct incremental profit for every dollar spent. Now that’s something worth bragging about to the fellas.