Case study

Multi-Channel Marketing Modeling for a Pharmaceutical Firm

pharmaceutical firm


30 30 2 UK
Test Groups Control Groups Specialties Covered Target Geography



A leading global pharmaceutical major with distribution across multiple countries.


The client’s marketing team was planning to launch a pilot campaign that would involve replacing the medical 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 its effectiveness.


SG Analytics’ data analytics team divided the target base into a test & control group and employed nontraditional marketing methods to reach out to the test group.

  • To ensure wide coverage, SG Analytics 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, our team calculated the 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 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.

Value Delivered

  • Covered 95% of prescribers to maximize the effectiveness of the campaign.
  • 20%cline in the brand’s total prescriptions after replacing inperson marketing with MCM.

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