| 30 |
30 |
2 |
UK |
| Test Groups |
Control Groups |
Specialties Covered |
Target Geography |
Client
A leading global pharmaceutical major with distribution across multiple countries.
Opportunity
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.
Solution
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.
