Getting behind the dashboard: understanding digital campaign impact

The Challenge

A global pharma and biotech client needed evidence-based insight to provide the foundation and direction of future multichannel marketing campaigns.

Our client, like many other pharma companies, needed to maximize the ROI from digital marketing through integrated multichannel marketing, providing physicians with useful content, delivered appropriately, at the right time.

The client had no lack of market data for their established blockbuster product. Lacking was real understanding of the human customer experience, how digital campaigns were resonating, and what physicians thought about them.

Our Approach

Our research was focused on in-depth interviews with a range of HCPs and payers.

Capturing the nuances across specialties allowed us to understand how needs and requirements could be met and supported in the most appropriate way.

 

METHODOLOGY

1. An ‘audit’ of digital content received by physicians during the four weeks prior to the research, providing real-life context and stimulus for discussion. In analysis, pooled audit data further provided a quasi-quantified view of topics from the NHS, different pharma companies, and other third- party sources

2. Online in-depth interviews completed by all participants. Interviews addressed topics, reviewed the pre-task contributions, and - with the screen-sharing - gained feedback on specific recent product campaigns to evaluate drivers and barriers to engagement in detail

The Outcome

Our insights gave a clear sense of what HCPs want and have been used heavily to understand previous campaign performance, optimize current campaigns, and plan future campaigns that will have impact. Overall, the research:

• Gave guidance allowing teams to confidently adjust campaigns based on insight-led knowledge of how they can make small changes to give campaigns greater resonance
• Identified differences between HCP groups, thus further helping the team to refine and appropriately target messaging and content
• Provided insight with a lasting impact that helped inform the client’s quarterly learning cycles to help the brand team optimize their campaign in future cycles
• Inspired insight-driven, personalized content that engages, interests, and impacts HCPs with every interaction to drive value in an established category