Solution
Data-Driven Multi-Touch Attribution
Solution
Data-Driven Multi-Touch Attribution
Industry
Pharma & Life Sciences
Region
US
Technology
NucliOS
Context
Rare disease omnichannel marketing presents a distinct challenge: limited patient pools, poor diagnosis, high regulatory oversight, limited data availability and complex HCP engagement pathways, thus making traditional Marketing Mix Modeling ineffective. In markets where every prescriber counts, Multi-Touch Attribution (MTA) provides a granular, event-level view of promotional effectiveness. By combining advanced analytics with AI, Pharma marketers can identify true channel influence, personalize outreach, and optimize investment across touchpoints, thus ultimately improving brand lift and patient access.
Problem Statement
A leading global Pharma company struggled to measure the real impact of its marketing initiatives in a rare disease market. Low prescription volumes, class imbalance, and overlapping promotional channels led to inconsistent insights and inefficient resource allocation. Traditional MMX models failed to capture the nuances of HCP engagement, leaving teams with limited interpretability and strategic direction.
Impact
- +17% Higher Call Effectiveness through MTA-driven targeting
- +14% Higher NBRx via focus on high-propensity HCPs
- Notable Rep Capacity Freed by reducing redundant outreach
- Higher Marginal ROI through optimized reach and frequency
- Higher Incremental NBRx from coordinated multichannel engagement