Multichannel Marketing
Invest in the right mix of promotional channels for each HCP
It’s not unusual to have multiple promotional channel options, but do you always know your return on investment? And do you understand how your competitors’ promotional benchmarks can affect your positioning and strategy?
Make an impact
Improve your multichannel marketing strategy to:
Focus on the channels that work best for different markets or therapeutic categories
Optimize investment and maximize return
Improve your competitive position
How it Works
The IQVIA Promotional Mix solution helps you stay competitive and ensures the appropriate channel mix to drive sales.
Input
IQVIA Advantage
Output
Results
IQVIA Channel Dynamics + Xponent prescription data and all available activity data.
Data points
Apply machine learning techniques to quantify impact and pinpoint HCPs with the greatest sales potential. Advanced analytics leverage multiple complex data sets to identify important targets that would have been easily overlooked by traditional methods.
Channel mix and content optimization: Who, when & what to promote across channels. Maximize return on MCM investments. Capture ROI insights per brand and by channel so you know if your activities are effective, and how they compare to the competition.
A top pharma company in the UK wanted to conduct promotional impact analyses across channels to maximize return. Using IQVIA’s MCM Optimization solution, they learned how to adjust their channel investments, increasing sales 10-15% while maintaining the same budget.
increase in sales
10%-15%
· ·
What are the most appropriate channels in which to participate? Are better-performing competitors using channels differently and how should you respond?
Should specific channels be discontinued? What is the most appropriate effort to be employed in specific channels as well as overall?
HCP Brands
IQVIA’s HCP MCM Optimization solution helps you stay competitive and ensures the appropriate channel mix to drive sales.
Impact
Identify high-impact Healthcare Professionals
When planning HCP promotions, accurate targeting is critical to ensuring efficient personal and non-personal promotional investment
Target the right HCPs to:
Focus promotional investment on key prescribing decision makers as well as HCPs who influence a broader network.
Shorten the path to Rx by delivering the right promotions at the right time.
Quick and efficient target identification.
