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

  • Mirae Asset Launches $35 Mn Early Stage Fund For India

    The Mirae Asset Venture Opportunities Fund will have an average ticket size of $2 Mn – $4 Mn The early stage fund will back up the Mirae Asset-Naver Asia Growth Fund, which was launched in 2018 Besides its new early stage fund, Mirae Asset has invested in Ola, Bigbasket, Zomato, Shadowfax and other Indian startups […]

  • SEBA Bank Fundraising Fuels Growth For Providing Smart Banking

      FINMA licenced Swiss Seba Bank – who already provide a seamless, secure and easy-to-use bridge between digital and traditional assets – approved the completion of its Series B capital increase at its Extraordinary General Meeting today. SEBA Bank is primed to fuel and accelerate its growth strategy according to the team. Guido Bühler, CEO […]

  • 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 […]

  • Automated Quality Excellence Framework for Data Science Modelling

    Featured Article: Author: Abhishek Sengupta, Walmart Global Tech India Introduction:  A necessary but often tedious task data scientists must perform as part of any project is quality assurance (QA) of their modules so as to prevent any unforeseen incidents during deployment. While Quality Assurance and Excellence is quite prevalent in Data Engineering, QE in Data […]