Introduction

In today’s bio-pharma landscape, co-marketing (CM) is more than just a trend — it’s a strategic necessity. When two or more organizations collaborate to create and promote shared value through CM, the potential for expanding reach, building brand equity, and increasing engagement grows exponentially. But how do you know if your CM efforts are truly paying off?

This article explores the key metrics, methodologies, and examples that organizations — especially in Mexico, Brazil, and LATAM — can use to measure the success of CM initiatives. Whether you’re hosting joint webinars or creating collaborative white papers, understanding what works (and what doesn’t) is essential to driving return on investment (ROI) and optimizing future CM campaigns.

At PRO PHARMA RESEARCH ORGANIZATION, we specialize in co-marketing for Bio-pharma in Mexico, Brazil, and LATAM, offering tailored co-marketing services such as:

• Webinars and Educational Events
• Collaborative Content Creation (White Papers, Case Studies, and Research Reports)
• Shared Digital Marketing Campaigns
• Co-Hosted Product Launches and Demonstrations
• Mutual Lead Sharing and Referral Networks
• Collaborative Social Media Campaigns
• Joint Participation in Conferences and Industry Events
• Co-marketing on Patient and Professional Education Programs, and more.

Let’s dive into how you can track and enhance the success of your co-marketing strategies.

Core Metrics to Measure Co-Marketing Success

1. Lead Generation and Lead Quality

One of the primary indicators of successful co-marketing is lead generation. But it’s not just about the number of leads — it’s about lead quality.

Example: A joint webinar between two pharma companies on innovative cancer treatments — part of their broader CM strategy — resulted in 500 sign-ups. However, only 120 of those were qualified healthcare professionals, yielding a 24% conversion rate. This metric helps you evaluate how well your CM messaging and targeting worked.

2. Engagement Metrics

Key indicators include:

• Page Views
• Average Session Duration
• Bounce Rates
• Social Media Shares
• Webinar Attendance vs. Registrations

Example: A collaborative white paper on biosimilars — promoted through a CM campaign — was downloaded 1,000 times, but 70% of users stayed on the page for less than 10 seconds. That suggests strong interest but poor engagement, pointing to a need for better CM content formatting or clearer value propositions.

3. Sales and Revenue Impact

Track:

• Pre- and post-co-marketing campaign sales volume
• New customer acquisition
• Repeat purchases
• Average deal size

Example: After launching a shared digital co-marketing campaign, a bio-pharma firm in Brazil saw a 20% increase in prescriptions for a jointly promoted product. Comparing these figures against baseline sales helps quantify co-marketing financial impact.

4. Cost Efficiency and ROI

Evaluate:

• Total co-marketing spend per partner
• Cost per acquisition (CPA)
• Campaign ROI

Example: A co-hosted product launch in Mexico — part of a broader co-marketing initiative — cost both partners $10,000 and resulted in $50,000 in new business. The ROI was 400%, highlighting a successful co-marketing collaboration.

5. Brand Equity and Awareness

Harder to quantify, but still vital:

• Brand recall surveys
• Share of voice in media coverage
• Social media mentions and reach
• Growth in followers or subscribers

Example: Through joint participation in a LATAM medical congress — a classic co-marketing opportunity — two companies noted a 30% rise in LinkedIn followers and increased engagement on physician-targeted content. These soft metrics enhance long-term co-marketing impact.

Advanced Measurement Strategies

1. Use of Attribution Models

Multi-touch attribution can help determine which co-marketing activities influenced the conversion funnel the most — was it the webinar, the email series, or the case study?

2. Establish KPIs Before the Campaign

Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). For instance:
“Increase qualified leads by 30% within 3 months through co-marketing with a research institute.”

3. A/B Testing and Performance Benchmarks

Test different versions of landing pages, social posts, or email campaigns to discover what performs best in your co-marketing efforts.

4. Implement Dashboards and Shared Analytics

Real-time dashboards offer transparency and allow all parties to monitor co-marketing performance. Integrating Google Analytics, HubSpot, or Salesforce can align partners on co-marketing KPIs.

Real-World Co-Marketing Examples in LATAM

• Mexico: A pharmaceutical company and a health tech startup ran a co-marketing campaign targeting cardiologists, using webinars and digital ads. Results showed a 25% increase in new HCP sign-ups for both partners.
• Brazil: A co-branded social media co-marketing series on rare disease awareness led to 10,000+ interactions and triggered a 3-week spike in online consultations.
• LATAM: A multinational collaborated with a local NGO to co-market a patient education program on diabetes. Over 5,000 patients completed the course, and referral rates to specialist care improved by 18%.

Conclusion: A Theoretical Framework for Co-Marketing Measurement

Understanding CM success is rooted in several theoretical marketing models:

• The Marketing Funnel Model helps track progress from awareness to conversion.
• Balanced Scorecard provides a multi-dimensional view across financial, customer, process, and innovation perspectives.
• Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC) offer long-term strategic insights.

The real key is alignment — aligning your CM goals, audiences, and performance indicators with your partner’s capabilities and the needs of your market.

At PRO PHARMA RESEARCH ORGANIZATION, we understand the intricacies of co-marketing for Bio-pharma in Mexico, Brazil, and LATAM. From shared CM campaigns to joint patient education efforts, we provide full-spectrum CM services tailored to your goals.

👉 Contact us for more information and get access to our CM solutions — let’s build something impactful together.