India's largest platform and marketplace for GCCs & AI

Sign in

India's largest platform and marketplace for GCCs & AI

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

  • How can AI help in achieving better Sustainability?

    Featured Article: Author: Vijay Karna, Digital Transformation Executive, Cyient Artificial Intelligence (AI) is revolutionizing various industries by enabling faster decision-making, increasing efficiency, and improving productivity. Additionally, AI can also play a critical role in driving sustainability efforts across industries. From reducing carbon footprint to conserving natural resources, AI has the potential to enable more sustainable […]

  • The virtuous cycle of Digital Transformation, Improved CX and AI/ Analytics

    Featured Article: Author: Mahadevann Iyerr, Co-founder & CEO, MAAVRUS Today customers are inundated with a plethora of choices and so it is very easy for them to shop around across multiple products &  retailers. Also given the level of increasing clutter around communication and the proliferation of new products and service offerings, new customer acquisition […]

  • Cross-Validation techniques to assess your model’s stability

    Featured Article: Author:  Sai Nikhilesh Kasturi, Data Science & Analytics, Customer Insights & Analysis, American Airlines One of the foremost interesting and challenging things about data science hackathons in Kaggle is struggling to maintain the same ranks on both public and private leader boards. I also have been a victim in struggling to keep the […]

  • Role of Generative AI in the Realm of Generative AI

    Featured Article: Author: Ramana Kompally, Director – Data & Analytics, Cloudsufi Generative Artificial Intelligence (AI) has taken the world by storm and every organization is looking forward to having a pie in the cake and augmenting the portfolio. While a plethora of applications is being envisaged using Generative AI (Gen AI), there is one niche […]