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Digital attribution in pharma world 2014

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Current SFE and marketing analytics often focus on the detailing, sampling and sales force. Marketing spend on digital channels (including tools) is increasing while sales force is contracting. Digital channels are growing in usage and increasingly influence physicians as well as patients.
The industry is moving rapidly towards a multi-channel, multi-touchpoint relationship with the physician and the patient
1. Most current ROI models are static and focus on sales levers alone
2. Block box models with time lag of 4-6 months
3. Independent Chanel Analysis – Pharma struggles with combining the analysis arising from different channels.
4. Additionally the customers are not exposed to multiple channels at the same time.
Current state analytics does not provide any insight into the synergies between digital spend & traditional sales force effectiveness channels. Kvantum can help pharma brands to measure impact of spend in digital channels to maximize ROI from sales force.

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Digital attribution in pharma world 2014

  1. 1. knaƞtum DIGITAL ATTRIBUTION IN PHARMA WORLD Prepared by – Kvantum Inc.
  2. 2. DIGITAL IN THE PHARMACEUTICAL WORLD CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014 2
  3. 3. DIGITAL IN THE PHARMACEUTICAL WORLD 3CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014
  4. 4. DIGITAL IN THE PHARMACEUTICAL WORLD 4CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014
  5. 5. PHYSICIANS – DIGITAL ENGAGEMENT 5CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014
  6. 6. PATIENTS – DIGITAL ENGAGEMENT 6CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014
  7. 7. PROMOTIONAL & MARKETING CHANNEL SPEND ANALYSIS PHYSICIAN DETAILING SAMPLING FIELD SALES REPS E-DETAILING DIGITAL MEDIA FOR ENGAGEMENT DTC MARKETING PATIENT BEHAVIOR FOCUS FOR SALES ANALYTICSTODAY LIMITED ASSESSMNT OF IMPACT Confidential copyright - Kvantum Inc. 2014
  8. 8. • Digital channels are growing in influence on physicians and other related stakeholders • The influence of traditional marketing channels for pharma companies are decreasing and becoming more limited with growing regulation and compliance requirements • Pharma companies want to embrace the changing environment but need to find the optimal channel mix (both traditional and digital) now and moving forwards as the digital landscape evolves With the above in mind Pharma companies would like to assess the opportunity (and ROI) for digital engagement and share the benefits in a compelling way with key stakeholders as part of a change management process to tap into this growing trend. THE CHALLENGE Confidential copyright - Kvantum Inc. 2014
  9. 9. TRADITIONAL SALESFORCE EFFECTIVENESS MODELS DIGITAL CHANNELS Detailing, Sampling, DTC (TV, Radio, Print Media) TRx and NRx Sales, ROI, Brand Awareness Paid, Earned, Owned Media Physician Engagement Patient Engagement Incorporate synergistic & cross effects associated with multi-channel interaction with the physician & the patient Digital ROI (Paid, Owned, Egnagement Channels) KVANTUM METHODOLOGY Confidential copyright - Kvantum Inc. 2014
  10. 10. knaƞtum THANKS! Drop us a note at info@kvantuminc.com to know how can we help you.

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