Leading US Life Sciences Company
Problem Statement
- LS company needed to evaluate performance of smart phone application as a channel of promotion
Analytics Led Approach
- The solution identified and kept track of Key Performance Indicator and measured ROI at regular intervals
- Various Data were considered for analysis
- Number of Users
- Samples, Vouchers, Patient Literature, Co-pay cards
- Offline data – Sales, Calls, Demography, Segmentation
- The following steps were conducted:
- Physician Profiling
- Promotional items preference
- Tracking fulfilment of orders
- Calculating ROI
Business Impact
- Profiling of physicians helped client in preferentially targeting the physicians and prioritizing important physician segments
- Items Preference helped LS company to reach out to physicians with the right promotional item
- Tracked orders helped the client in correct fulfillment by the physicians
- Helped the company to quantify the effect of promotion which helped in better sales forecast
Critical Success Factors
- Identification of high potential, tech savvy customers for future brands, better targeting of customers in terms of specific physician deciles and thereby, leading to cost savings of ~10%
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