Sector
Healthcare & Life Sciences
The pharmaceutical industry has transformed its marketing strategies to align
with the digital era, adopting multi-channel approaches to engage healthcare providers (HCPs). This
evolution has highlighted the need to reassess Multi-Touch Attribution (MTA) methodologies, which
traditionally evaluate the impact of various tactics on New-to-Brand prescriptions (NBRx). However,
existing MTA solutions lack the necessary granularity to deliver actionable insights beyond the tactic
level, emphasizing the need for an innovative 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
