Multi-channel marketing modeling for pharmaceutical firm

Leading global pharmaceutical major with distribution across multiple countries

The client’s marketing team was planning to launch a pilot campaign which involved replacing the in-person representative detailing by multichannel marketing (MCM) for a mid-cap drug in the diabetic market. The team wanted a sample set of prescribers to be exposed to this campaign so as to accurately measure the effectiveness of the campaign.

SGA’s data analytics team divided the target base into test/control group, and employed non-traditional marketing methods to reach out to the test group:

• To ensure wide coverage, the SGA team included all the market writers that have been detailed in the past six months and have written at least one brand prescription.
• Based on the overall population, the SGA team calculated significance level and error margin in the optimal sample size  ‘n’ of prescribers.
• The team then segmented the total prescriber population into different strata based on market quintile, brand quintile, specialty and number of generics prescribed by the physician.
• Based on the t-test results, the SGA team concluded whether the campaign had a positive or negative effect, as well as the significance of the effect. The sample prescribers exposed to the campaign formed the test group in this exercise.

Covered 95% of prescribers to maximize the effectiveness of the campaign.

20% decline in the brand’s total prescriptions after replacing in-person marketing with MCM.