A top pharma company was looking to understand healthcare professionals’ (HCP) behavior and pattern while keeping an eye on the promotional sensitivity of the drug they were about to launch. They were leveraging historical sales and omni-channel promotional data to decide on a launch time frame.
Incedo Lighthouse leveraged Machine Learning algorithms and digital analytics to advise the client on HCP targeting, marketing strategy and revenue forecasts. It was important to identify the right HCP segments, so appropriate ML models could be built around them. These models would accurately assess promotional sensitivity and accordingly prepare the HCP outreach plan. Some of the impact points were as following:
The client had a better understanding of high and low ROI marketing channels.
As a result, the client spent more advertising dollars on high ROI channels and optimized marketing spend on the low ROI ones.
The geographical and HCP-level deep dive enabled the sales and marketing teams to target high- value HCPs who had not been tapped for promotional initiatives.
