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

  • Redefining Business with Algorithms

    Algorithms will not only drive scores of business processes, but also build other algorithms, much as robots can build other robots. And rather than using apps, future users’ lives will revolve around cloud-based agents enabled by algorithms. Gartner expects that by 2020, smart agents will facilitate 40% of all digital interactions. Organizations will license, trade, […]

  • 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, […]

  • Being Digital: New Age of Business Transformation

    Digital technologies have profoundly changed the ways we do business, buy, work and live. They have even altered society and continue impacting virtually all business functions and industries. It’s partially what digital business is about Today, digital business mainly is used in a context of digital transformation, disruptive technologies, holistic business optimization and integration/convergence. However, it’s […]

  • POV: Executive’s guide to build GenAI COE Effectively

    Featured Article Author: Mausam Deb (Healthcare & Life Science – AI Leadership Consultant) Generative AI (aka LLM) is no less than a rage for the last few years. The democratization of technology achieved by OpenAI through its GPT-3.5 model is remarkable. Market size of GenAI is growing in leaps and bounds. Every company in the […]