AI Driven Marketing in Pharma: Unified Patient Attribution 

Unified Patient and Physician Attribution possesses a transformational capability for the pharma industry given the current challenges of pharma companies. A main challenge is the consumption model in healthcare which is complex in comparison to other industries. This complexity is also seen in the data, making it difficult to link data streams and restricting the value of what analytics can provide. Adding to the challenge, the touchpoints that move patients along their journey isn’t linear, increasing the engagement complexity.

Pharma commercial teams need to account for these complexities across a portfolio of brands, therapy areas and lifecycle. Traditional analytic models have generated value but maximizing value requires the analytics to drive omnichannel planning. To gain the competitive advantage in the pharma landscape, it must be omnichannel.

Pharma companies also need to transition from linear planning to agile planning, moving away from the concept of in-market measurement and instead looking at possible and future outcomes. This transition will provide greater success in predicting when and where to invest.

In this video presentation, Doug Brooks, EVP, Ipsos MMA and Arvind Balasundaram, Executive Director of Commercial Insights & Analytics, Regeneron, share a successful approach for addressing pharma market challenges using a Unified Patient / HCP Attribution Framework approach. They also discuss the unique change management and activation requirements of this double-barreled marketing and measurement challenge.

Ipsos MMA’s Pharma marketing effectiveness service focuses companies on how to optimize existing Patient/Caregiver marketing, HCP marketing, salesforce and operational investments, while at the same time identifying where the ‘next dollar’ can be best invested to drive maximum growth and profits. Contact Us for more information.