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Boosting Returns from Media Marketing Spend with Marketing Mix Budget Optimization

Author Name:- CustomerInsights.AI

In today’s competitive marketing landscape, pharma companies face immense pressure to capture the limited attention of Health Care Providers (HCPs) amidst digital media saturation. With purchase pathways rapidly evolving, it’s crucial for marketers to understand the distinct roles of both online and offline media.

Without clear insights into the most effective channels and tactics, companies risk eroding market share and weakening brand relevance. To maximize returns, companies must make data-driven decisions about where to allocate their marketing budgets across diverse channels and tactics.

Without clear insights into the most effective channels and tactics, companies risk eroding market share and weakening brand relevance. To maximize returns, companies must make data-driven decisions about where to allocate their marketing budgets across diverse channels and tactics.

Read The Full Case Study Here

Boosting Returns from Media Marketing Spend with Marketing Mix Budget Optimization

Criticality: Why Solve This

The disconnect between these two entities makes it hard to track which dialysis centers drive prescriptions from HCPs, causing forecasting nightmare and incorrect sales allocation.

This fragmented data and data silos creates blind spots in:

Missed sales opportunities

due to untracked affiliations.

Revenue leakage

from inaccurate IC calculations.

Targeted marketing strategies

focusing on high-value HCPs.

Incentive compensation

for accurately rewarding sales reps.

Planning pitfalls

such as inaccurate data lead to poor demand planning and inventory misalignment.

Accurate sales affiliation management and IC calculations are critical to aligning business goals, boosting sales, and rewarding the field force fairly.

Our Solution: Affiliation Management Application

Track, Understand, Improve

CustomerInsights.AI provided a field-centric approach for managing dynamic affiliations. This sophisticated affiliation management app was built on ciPARTHENONTM. Our cutting-edge solution seamlessly integrates and harmonizes disparate data sources, ensuring impeccable precision in sales crediting and affiliation updates.

Here's what the application offers:

Role-Based Approval Workflow
New or updated affiliations need to be approved by managers to maintain data integrity. Only authorized users can update or access specific data. This app is created to ensure this process is followed throughout.
Tracking Incremental Dialysis Centers
It has features that flag new centers that have started buying the drug. This ensures that new sales opportunities are captured and analyzed promptly.
Real-time Quality Checks and Data Updates

Our affiliation management app has built-in real-time checks to ensure that the inputs captured from the field adhere to the business rules.

Seamless Integration

It integrates with existing IC processes and automatically updates downstream reports.

Automated Data Ingestion
It is seamlessly linked with the data source, effortlessly adapting to reveal any emerging dialysis centers that commence recording prescription, affiliation, and sales activities.
Dynamic Adjustments

Our application helps key decision-makers like Region Directors and District Managers make necessary adjustments to affiliations. These adjustments are anchored in the evolving imperatives of the business landscape.

Empowering Decision Makers

Once the affiliations are mapped, the dissemination and description in the app serve as the foundation for pivotal undertakings such as designing and administering IC structures, generating comprehensive business reports, crafting smart marketing strategies, and identifying lucrative avenues for expansion.

Accuracy of Predictions

A key attribute of this solution lies in its commitment to transparency, achieved through routine audits, meticulous cross-referencing of data, and the provision of analytical insights that empower strategic decision-making for targeted marketing initiatives and the incentive structure for the field team.

Insights into The Application

Affiliation Management Process
4

Client Benefits

Solves Critical Business Headaches

The app promptly identified new affiliations, keeping the sales pipeline fresh and accurate. This ensured that their teams were always up to date with affiliations and details across the patient population (known and unknown). This results in a deeper understanding of the prescriptions in areas where disease identification and prescription locations differ.

Empowers Field Force

The on-field teams can contribute their on-ground knowledge, making strategies more aligned with real-world dynamics. Their insights ensure accurate IC calculations and better-informed decision-making.

Accurate and Integrated Data

Streamlined data reconciliation ensured accurate sales tracking, reducing risks of data conflicts. The app ensures a single source of truth is followed while managing the data, enhancing its reliability.

Regular Audits for Transparency

Routine audits and cross-referencing ensure data accuracy and build trust in the IC process, as the application can easily showcase which HCPs are the ones driving revenue from which relevant dialysis center.