DRAFT AT 20: QUANTITATIVE RESEARCH WORKS FOR PHARMACIA: UNDERSTANDING RX MARKET SEPARATES SHOP FROM OTHERS

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Alex Thole

Product Manager

Pharmacia & Upjohn US

I've found that among Draft's chief strengths are the agency's strategic approach, their focus on return on investment and their strong control of the processes, which enables them to execute their strategy well.

Return on investment is the philosophy that drives them, and this is crucial to us as a client. In the past I've come to them and said: "You'd be spending too much."

Draft has a fundamentally strong strategic base, starting with good, strong quantitative research, and they let that drive the strategy. That sets them apart from other agencies we've looked at.

SOLID BASE

They come at it from a very solid base, with good quantitative work that enables them to understand what's going on in the market and where the opportunities are for leverage in the market. From there, they develop programs and creative to fit those leverage points. In other words, they create campaigns in a very systematic, organized way. Then they take that strategy and execute it well.

Another strength is their very strong control of their processes, always making sure that the client's dollars are spent wisely. When it comes time to assess and hire vendors, even backroom services for fulfillment, they carefully oversee everything.

Still another strength is their personnel. They're down-to-earth, straightforward people. We've found that they communicate well; they can crunch the numbers, and they are responsive. When given direction, they follow through. This not always the case at other agencies.

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