2. Analytic Management
Analytic management leverages the tools and techniques that generate marketing insights. These insights help:
» Define the value of each individual physician to your brand(s), based on criteria such as prescription behavior
» Track each physician's behavior across all touch points, including personal (sales rep details) and non-personal promotions
(such as direct mail and e-mail)
» Inform the marketing decision-making process and improve program performance
Analytic management is about harnessing the best analytic practices and generating insights. It can allow you to use specific
attributes to target individual physicians based on their likelihood to respond to or be impacted by a non-personal promotion.
This change alone—from targeting entire segments to targeting individual physicians—can create a huge increase in campaign
performance. This understanding can also lead to the development of promotion mix models.
For example, one leading pharmaceutical company could only select physicians at a very general level to receive non-personal
promotions. The company had essentially used the same segmentation (based on physician Rx volume and market share potential)
that the sales force used for its call planning. The company was given a new approach, in which individual physicians could
be selected according to specific characteristics such as historical response to or impact of prior non-personal promotions,
local managed care situations, local brand and category development indices, etc. As a result, this pharma company increased
response to, and the incremental Rx impact of, their non-personal promotions by more than 10 percent.
3. Performance Management
Once analytic management processes are developed, it is imperative that ongoing marketing performance information is fed into
these processes to drive continual learning and improvement.
Performance management is the process of testing, measuring, understanding, and optimizing the impact of marketing actions.
It is the part of the analytics equation that makes it possible to measure the effectiveness of marketing programs across
the enterprise. Moreover, performance management helps align your campaign objectives with the overall objectives of your
marketing program, allowing marketers to:
» Deploy metrics to support marketing spend and value optimization
» Optimize contact strategy by channel, message, and/or offer
» Conduct complex cross-channel and cross-brand scenario planning
» Design multivariate tests that help determine the effectiveness of marketing approaches
Perform promotion mix modeling to uncover the ideal cadence and message in your marketing approach Performance management
also enables consistent campaign reporting and performance evaluation. If you can predict how your target audiences will respond
to your messages, you can reduce marketing costs and maximize program impact. PRM is enabling companies to capture required
data, adopt processes, and gain enterprise-wide capabilities to enable performance management.
Go the Distance
What's stopping marketers from seizing their data and creating value from their analytic insights? Mismanagement, for one.
When not correctly executed, performance management often fails to take into account multiple brands within a company. Yet
to harness the power of PRM and truly understand the needs of each individual physician, companies must make a strategic shift
from a brand-centric approach to a customer-centric one.
With the proper planning, access to data, and method for collecting and analyzing information, pharmaceutical marketers can
gain the competitive edge. Insights from your data can enable new opportunities and demonstrate the ROI of your marketing
programs, creating a foundation that enables your company to deliver the right message to the right customer at the right
Jeff Wiltrout, Ph.D., is vice president and client team leader of Healthcare Marketing Practice, Merkle. He can be reached at JWiltrout@merkleinc.com