Pharmafile Logo

Measures for measures

March 15, 2019 |  

Why pharma’s marketing metrics must close the loop

- PMLiVE

The March issue of PME tackles the complexities of choosing the right digital marketing KPIs.

Assessing marketing effectiveness in the digital world has fast become one of the biggest challenges facing the pharmaceutical industry. Distilling the vast amount of data available to marketeers often results in a dizzying array of KPIs, leaving many with information overload.

Dennis O’Brien, Lucid CEO, believes that the traditional method, in which digital strategy feeds into digital KPIs, needs reversing. “It’s the wrong way round. Digital KPIs should instead be driven by – and feed into – the marketing strategy.” Digital tools provide an amazing opportunity to reach, connect and understand customers in a way that was not previously possible. This enables one to ‘close the loop’, understand what isn’t working, and then ask, how can we fix it?

Nigel Horn, Managing Director of digital and creative design company Bluedog, a Lucid Group company, also believes that the key is to start and end with the marketing objectives: it’s a circular journey. “The closed-loop approach allows us to measure not only whether we’re touching our target customers, but also, crucially, whether we’re influencing them in the ways we need to change behaviour.” comments Nigel. Bluedog capture this principle perfectly in The Dog TestTM, whereby tactics and metrics are evaluated to see if they meet marketing and brand objectives.

To find out more, read the full article here https://bit.ly/2O6XNBJ

This content was provided by Lucid Group Communications Limited

Company Details

 Latest Content from  Lucid Group Communications Limited 

My Lucid journey from PMW to Head of Medical

Working in Medical Communications has never been about the nine to five. Fusing science and language in the service of both clients and patients, this is typically a fast paced...

Listen, learn and lift off

In April’s PME, Danny Buckland has been talking to industry leaders about launch excellence in the featured article, Listen, learn and lift off.Buckland points out that pandemic storms have changed the...

Launch excellence

In the April edition of PME, Cheryl Harrison Doyle, Global Asset Strategy Director at Lucid Group discusses the need to take a more considered, outcomes-led approach when launching new medicines...

Meet The Lucid Group Talent Team

Meet our talent team, they're here to help and transform your career.We have some exciting roles at all levels in account management and medical writing.If you choose to take your...

Extraordinary lives: advancing change in rare diseases (Part 2)

In support of Rare Disease Day, we’re excited to launch part 2 of our video series; Extraordinary lives: advancing change in rare diseases.Why is raising awareness of rare diseases so...

Extraordinary lives: advancing change in rare diseases (Part 2)

In support of Rare Disease Day, we're excited to launch part 2 of our video series; Extraordinary lives: advancing change in rare diseases.Why is raising awareness of rare diseases so...

Extraordinary lives: advancing change in rare diseases (Part 1)

Rare Disease Day is all about raising awareness and generating change for the 300 million people worldwide living with a rare disease. The global rare disease community and its supporters come together on...

My Journey into MedComms #LucidLife

I began as a medical writer after almost a decade working in medical publishing as a production editor. Whilst working in publishing, I was exposed to lots of different writing...

International Women’s Day 2022 #BreakTheBias

Today is International Women’s Day. This day is about gender equality, which, to be achieved, must involve the calling out of gender bias, discrimination and stereotyping.Individually, we're all responsible for...