Pull vs Push: Quantifying the Impact of Marketing Campaigns on Treatment Conversations
Pharmaceutical marketing is resource-heavy and it has been notoriously difficult to measure the effectiveness of various initiatives. New prescriptions are the ultimate measure of success but the preceding steps, the clinical discussions between patients and doctors leading to treatment decisions, are often a mystery behind closed doors.
Thanks to unique proprietary datasets, ZoomRx has visibility into both the in office treatment discussions and exposure to promotional activity on digital channels and TV to evaluate their impact. This presents a unique opportunity to answer the ultimate question of how marketing campaigns influence treatment decisions. By aligning these datasets, we can directly compare the share of voice across marketing channels against the resulting Point-of-Care Share-of-Voice (PoC SOV), to understand their impact on which products are being discussed during patient appointments.
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