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 

Lighthouse Medical Communications US – An opportunity of a lifetime to be part of the Lucid Group magic

Our family at Lighthouse Medical Communications US are looking for talented individuals to join its team in hashtagManhattan. If you want to be part of something magical get in touch...

Lucid Learning and Development

Julieann Tate, Head of hashtagLearning and Development at Lucid Group, discusses the new programmes and tools she has been busy developing and rolling out throughout the organisation — Elevating employee...

Lucid Learning and Development

Julianne Tate, Head of Learning and Development at Lucid Group, discusses the new programmes and tools that she has been busy developing and rolling out throughout the Group — Elevating...

Lucid Group Announce Neil Flash as its New Chief Commercial Officer

With over 20 years’ healthcare communications experience, Neil Flash joins Lucid Group as its Chief Commercial Officer to help lead the organisation through another exciting period of growth.

My Journey into Medical Communications #LucidLife

In NetworkPharma's latest career guide for wannabe account managers, our very own Aveen Hamid discusses her journey into medical communications and the opportunity to work on programmes that transform patients’...

Lucid Group adds more magic to the mix with four new hires

Leading Edge, a Lucid Group company, injects new talent into its client services and medical writing teams. Miranda Harrison joins the team as its Client Operations Director. Miranda is a...

Lucid Group expands its presence in the north-west with six new hires

Healthcare 21, a Lucid Group company, continues to strengthen its editorial and medical writing team with six new additions to its Macclesfield office.Rosanna Farrell joins HealthCare 21 as a Senior...

There’s lots to celebrate as Lighthouse marks its five year anniversary

Based in Manhattan, Lighthouse Medical Communications US has grown significantly over the last five years, both in terms of team and client roster. Lisa Druce, Managing Partner comments, “Every year,...

Lucid Group bolsters its client services and medical writing team in APAC

HealthCare21, a Lucid Group company, has appointed two new team members in its Singapore office — Siew Wyn and Megan Giliam.Wyn joins the team as a Senior Account Manager and...

Lucid Group kick starts its 2020 Futures Academy

It’s a new year and the start of a new career for the six graduates starting on Lucid’s Futures Academy this week.This is Lucid’s fourth intake of graduates since the...