The untapped potential of digital analytics
Digital analytics is all about gathering and analyzing data from various digital channels such as mobile apps, websites, and social media. But why does this matter?
The one-size-fits-all approach no longer works—according to our digital-savvy HCP report, 50% of HCPs preferred to receive promotional content on their mobile or tablet while 57% of HCPs preferred to receive clinical and medical content on their laptops.
It is important to decipher what HCPs truly value. Analyzing interaction history helps companies tailor marketing tactics to better engage with HCPs. Here digital analytics can prove to be a game-changer.
This leads us to how Indegene helped a client enhance brand performance through targeted marketing campaigns powered by digital analytics.
The customer
An international biotech company specializing in antibody therapeutics wanted to expedite the setup, configuration, and continuous enhancement of their foundational capabilities in digital analytics. This was aimed at deriving insights from the HCP interactions to optimize the brand performance. Hence, they needed to:
Establish a measurement framework that supports comprehensive omnichannel reporting while setting relevant metrics for each channel
Evaluate the effectiveness and efficiency of marketing campaigns by understanding their impact and reach within the target market
Gnerate actionable insights from HCP engagement to optimize campaigns
However, they encountered some challenges towards achieving their objective.
Challenges
The Solution
We implemented a well-structured approach to digital analytics. It began with the development of a measurement framework, where KPIs for the omnichannel program and channel-specific metrics, along with benchmarks were defined to evaluate performance. Following this, a robust database was set up with business rules to process raw data and generate unified views for individual and cross-channel KPIs. Metrics for each channel were calculated individually and then aggregated to provide a comprehensive view.
Monthly reports were prepared to offer actionable insights on how omnichannel efforts engaged HCPs. These reports also identified key performance drivers and highlighted trends across channels and audiences for optimization.
The process was scaled through modularized code, automation of data handling, and streamlined workflows to ensure continuous improvements in analytics operations.
The Outcome
Additionally, the customer has been using these comprehensive insight reports to influence key decisions and streamline executive stakeholder discussions. Next, we plan to implement a self-serve Omnichannel Digital Analytics Dashboard that will empower users to access and interact with the data easily.
20% HCP engagement ↑
Combined insights from promotional and individual channels helped create cross-channel views to optimize marketing campaigns
10% Prescriptionrate ↑
Based on insights report, the field force used both calls and emails to engage prescribers, leading to an increase in prescription rate
3x Engagement rate (Home Office emails)
Insights into the optimal cadence of Home Office email journeys based on audience segment helped refine campaigns