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

  • How Enterprises can leverage the power of Open LLMs and enhance Business Value

    Featured Article: Author: Raghavendra Prasad, JPMorgan With the advent of ChatGPT and several Open LLMs in the last few months, most of the business leaders have been pondering on how their enterprises can leverage these technologies to not only enhance customer experience across their products and services but as well as drive efficiencies & innovation […]

  • Amazon, Microsoft, Google: Platform of choice for European cloud services

    Amazon Web Services (AWS), Microsoft, and Google are continuing to blot out European service providers as the platform of choice for European cloud services, according to a new report from Synergy Research Group. The report found that while the European cloud market has more than tripled over the past three years, European service providers have seen their […]

  • How AI is transforming Financial Services

    Since its inception, AI has experienced at least two major hype cycles with resulting winters of disillusionment. Although after the first “winter”, many financial firms deployed a number of successful applications, by the 1990s, AI went into its second winter of disillusionment as realization set in that these systems were harder and more costly to build and maintain […]

  • ML & Data Science Solutions: Build, Buy or Outsource?

    Data and analytics leaders increasingly believe that data science is a critical component of their analytics and business intelligence (BI) modernization plans, and are clamoring to incorporate new. Technologies such as predictive analytics, machine learning and deep neural nets sit at the Peak of Inflated Expectations on related Gartner Hype Cycle. While some degree of backlash […]