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Demystifying Multichannel Measurement Across the Pharma Product Lifecycle

July 12, 2019 / GAURAV BATRA

Pharmas are growing more assured in their use of digital channels and are increasingly taking a robust multichannel approach to healthcare professional engagement, moving away from their traditional focus on direct sales. Even so, many brands continue to miss the mark with their multichannel HCP efforts. While lack of creativity, poor channel selection and sloppy targeting may play a role, we often find that the bigger culprit is a lack of properly defined objectives and objective measures or KPIs to evaluate the performance of these non-personal marketing campaigns.