Industry
Healthcare & Life Sciences
The pharmaceutical industry has adapted its marketing strategies to the digital era, embracing multi-channel approaches to engage healthcare providers (HCPs). This shift has necessitated a re-evaluation of Multi-Touch Attribution (MTA) methodologies, which traditionally assess the impact of various tactics on New-to-Brand prescriptions (NBRx). However, current MTA solutions lack the granularity needed to provide actionable insights beyond the tactic level, underscoring the need for a novel approach. This white paper proposes a methodology that:
- Delves into tactic messaging and content levels
- Offers insights beyond traditional MTA frameworks
- Leverages granular data for detailed analysis
- Provides a comprehensive understanding of marketing strategies
- Explores the influence of personalized messaging and content on NBRx
- Focuses on specific HCP cohorts for targeted insights
