Best Practices

Legacy Measurement

Pharmaceutical marketers spend large amounts of money to promote prescription drugs to consumers and patients, including for brand exposure, lead acquisition, conversion and retention programs, all playing a significant and growing role in the brand marketing mix at a time of rising competition and limited traditional sales force growth.

Historically, pharmaceutical companies have had limited options to effectively analyze and measure ROI for targeted patient and consumer campaigns using actual Rx data. Data collected by the traditional analytics companies at the physician level, perfectly reasonable and appropriate for sales force optimization and other important uses, misses the mark for DTC and adherence program spending because it cannot reliably link individuals targeted by the spending campaigns with sales data that documents actual prescriptions filled. Retrofitted data assets by traditional analytics companies have led to unreliable and time consuming processes and, thus, results, for DTC/P.

Crossix Measurement and Optimization – Breakthrough Innovation

Crossix has brought revolutionary new capabilities to pharma brands and the publishing community with more reliable, close to real time, subscription-based, cost effective reporting.

Given measurement and optimization is now feasible through solutions offered by Crossix, here are some of the questions pharmaceutical executives and brand managers could answer with Crossix reports in order to manage their marketing programs more effectively.

  • Are the groups of leads we buy of high quality?
  • How can we optimize ad spending?
  • Are we reaching the right audience with our tactics?
  • Which media sources are most cost effective in generating leads? Can we maintain quality while we scale?
  • Are enrollees already on brand at the time of registration?
  • What competitive products are they treating with?
  • How well does self-reported usage align with actual prescription data?
  • How do conversion rates compare across segments? Sources?
  • What is the cost per qualified lead for each channel? Source?
  • What is the cost per new patient for each channel? Source?
  • Do our adherence programs drive incremental scripts?

Consumer Marketing: Patient data NOW driving investment decisions

Best Practices for Optimization

Modify campaign ROI, not just after-the-fact measurement

  • Measure Early: Early markers and comparison across tactics inform action
  • Measure Often: Continuously scale and monitor to determine scale limit
  • Measure Granularly: Timely, granular measurement across all audiences can help optimize campaign components. Managing to cost per new patient start based on actual Rx data helps improve ROI
  • Measure Strategically: 'Change management' processes to empower action by brand and agencies
  • Measure Holistically: Measure effects on those exposed or engaged, not only responders, for all audiences or marketing channels

Traditional PLA measurement timeline vs. Crossix measurement timeline; Crossix allows optimization

Crossix robust capabilities allow analysis at a granular level, helping to drive optimization

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