India's largest platform and marketplace for GCCs, AI & Analytics leaders & professionals

Sign in

⁠India’s largest platform & marketplace for AI & GCC leaders & 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

  • 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 […]

  • Transforming Customer Experience in Contact Centers using AI

    Author: Sudha Bhat, AVP – Customer Analytics, Genpact Modern customers are conscious buyers and do not settle for less. The pandemic has further emphasized the need to provide an exceptional customer experience. Customer support is one of the critical touchpoints to drive experience. It is even more relevant in today’s super competitive digital era, where […]

  • AI readiness – CEO’s most strategic agenda

    For the larger mass of professionals, the words “artificial intelligence,” or AI, often conjure up images of robots, the sorts of robots that might someday take their jobs. But at the enterprise level, AI means something different. It has enormous power and potential: it can disrupt, innovate, enhance, and in many cases totally transform a business. […]

  • Accentuating customer experience: Digital Chat Agents & Chatbots

    As e-commerce (and retail in general) becomes increasingly global and competitive, business leaders understand that AI can be a valuable tool in reconnecting with consumers. AI has the power to analyze huge amounts of data from numerous sources, including human behaviors and emotions. This can then be used to create more meaningful customer experiences. Take, […]