India's largest platform and marketplace for GCC & AI leaders and professionals

Sign in

India's largest platform and marketplace for GCC & AI leaders and professionals

3AI Digital Library

Assess the effectiveness of the Digital Channel

3AI August 13, 2020

Leading US Pharmaceutical Company

Problem Statement

  • With the launch of a competitor drug in Q2 2012, brand is planned to get reduced effort from the sales force channel. Company would like to understand
  • the effectiveness of the digital channel in brand’s current promotional mix

Analytics Led Approach

  • conducted three separate test-control analyses to measure three different aspects of digital channel effectiveness
  • Identified physicians are grouped based on the exposure to various promotional channels to set up the impact assessment analysis
    • Physicians reached by Rep Channel
    • Physicians NOT reached by Rep Channel
  • Digital channel was tested in terms of impact on the following basis
    • Incremental
    • Supplemental
    • Substitutional

Business Impact

  • Incremental impact of digital channel on Brand’s prescribing is found to be significant in specific groups of physicians
  • The profile of physicians where the digital channel is found to be impactful is:
    • Low Value (Long Tail HCPs)
    • High Affinity to Brand (Physicians who prefer branded drugs over generics)
    • Med/Low value CARDs
  • The digital channel is not an effective supplement for any reduction in REP effort for High value/Crestor Leaner physicians
  • However, consistent with the incremental impact, digital promotion appears to be able to adequately supplement reductions in REP effort for Brand long tail HCPs and for physicians who have a higher affinity to branded drugs
  • Matched test physician set was too small for a meaningful impact assessment

Critical Success Factors

  • Identification of the right placement of digital channel within promo mix (incremental / supplemental, not substitutional) and focused targeting based on customer profiles (Incremental : 5000 Low value Dr.s & 2000 High Affinity to brand Dr.s)

    3AI Trending Articles

  • Hospitals are using Distributed Ledger in the vaccine rollout

    Two British hospitals are using a distributed ledger to track the cold storage of sensitive COVID-19 vaccines The mass campaign to inoculate millions against COVID-19 was always going to be a monumental challenge. The fact that some vaccines are rendered useless if not kept at ultralow temperatures only complicates matters. The U.K.’s National Health Service, […]

  • Commodity Price Forecasts using ML driven Insights

    Featured Article: Author: Tarana Chauhan, Procurement Analyst, AB InBev Dependency on Commodities and Associated Risks: Companies with Agricultural commodities as their core raw material face several risks in supply security. Agricultural commodities not only suffer from the risks associated with market dynamics like all other commodities but are also impacted by environmental factors making them […]

  • Application of Reinforcement Learning in Supply Chain

    Author: Anindya Bera, Senior Manager – Anaytics, Genpact A supply chain is a complex network of individuals and agents who exchange materials or information in a business ecosystem. The items which are used on day-to-day basis are created by a global collaboration between suppliers, manufacturers, and logistics carriers. What makes this complex? It is the […]

  • Transformation of Talent Acquisition by Algorithms

    Business leaders have long recognized that the ability to hire the right talent plays a significant role in any organization’s performance. Views about the challenges to acquiring and retaining such talent have evolved over time. We have moved on from a focus on the notion that a talent shortage is creating a “war for talent,” an […]