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CA S E S T U DY | October 2015 1 HOW A MAVERICK TEAM LEVERAGES INNOVATIVE MARKETING ENGAGEMENT MEASUREMENTS FOR A 16.7% SALES LIFT P R E PA R E D B Y © Measurement Mojo, 2015 www.measurementmojo.com | 1 How a maverick team leverages innovative marketing engagement measurements for a 16.7% sales lift Summary: When a one-size-fits-all approach to health care marketing proved inefficient for audience engagement and market reach, Measurement Mojo crafted an integrated system for measuring engagement of marketing targets — resulting in a 64% increase in engagement among trial users and a sales lift of up to 16.7%. Discover how Measurement Mojo’s team melds big data and human intelligence to create tailored marketing strategies guided by our two-part engagement method, IntelliScore® and Exploded Segmentation. Measurement Mojo’s extensive research shows that when a brand fails to reach and engage critical targets, it results in wasted time and inefficient spending. Challenges As pharmaceutical companies face fierce competition across a complex digital landscape, Measurement Mojo insists that a blanket approach to multichannel marketing (MCM) does not deliver optimal results. Many of our clients expressed that they had no system for gauging an individual’s nuanced engagement habits. And if they did happen to receive engagement data from vendors, it was fragmented, scattered and inconsistent. Measurement Mojo’s extensive research shows that when a brand fails to reach and engage critical targets, it results in wasted time and inefficient spending. But most crucially, it prevents a brand from optimizing their campaigns year over year. We knew that in order to yield higher returns on optimization (ROO)* and returns on investment (ROI), marketers needed precise engagement metrics and actionable data. To resolve this pain point, Measurement Mojo created the revolutionary IntelliScore® system. Exploded Segmentation w/IntelliScore® Armed with clear research and decades of pharma marketing experience, our masters of marketing set out to refine the standard for targeting prospects. Our goal was to increase customer conversion and strengthen brand loyalty. * At Measurement Mojo, we live and breathe results — and we express the effectiveness of our work through a unique formula called Return on Optimization (ROO). Our team conducts quarterly, bi-annual or annual reviews of our implementations to determine the total sales lift, cost savings, revenue and multichannel engagement that each client has derived through our analyses and recommendations. © Measurement Mojo, 2015 www.measurementmojo.com | 2 Our process begins with IntelliScore®, which analyzes a target’s past engagement across all tactics in order to create a clear engagement rating. This calculation integrates multiple weighted data sets — including multi-year sales data, promotional responsiveness, channel preference, recency and specialty — to provide a multi-dimensional view of your target and subsequently segment your audience more effectively. Using this tool, Measurement Mojo helps our clients research and identify key targets, engage them with relevant messaging, define Best their current relationship with Mojo the brand, andPractices actively monitor their tendencies from trial to loyalty. Guided by this engagement ranking system, we then employ a process called Exploded Segmentation, which helps us uncover which segments our clients should target, and with which tactics, content and level of spend. By uncovering new segments, recommending tiered marketing spending and integrating this insight with a multichannel strategy, we are able to maximize and optimize your marketing efforts. 22% 61% 31% Our team’s unique, optimized marketing approach removes the confusion from your Email®Open Rates multiple data. IntelliScore considers variables in addition toCustomized historical Content sales trends Direct Mail Response 61% increase in response by 22% increase in email open 31% increase in engagement — expanding targets, rotating identifying costmailsavings, when increasing sales, and formats in direct rates byopportunity including personalization using customized content. among flat, oversized and dimensional. or patient profile information. mapping future growth. The ROI Power of IntelliScore® Our revolutionary IntelliScore® system integrates multiple weighted data sets to provide a multi-dimensional view of your targets. Consider it your instrument of opportunity. A segment of targets chosen with IntelliScore had 57% more engagement than next highest performing segment. Using IntelliScore® to select “rest of market” targetsyielded a 30% higher response to direct mail and 30-50% higher response rates for email lowering the cost/open by — the same amount. Using IntelliScore® to select targets increased scripts for one brand by almost 30% over the previous year, when they used standard segmentation. New Engagement Data Inputs Explained Exploded Segmentation with IntelliScore® uses the following data inputs to identify opportunistic marketing targets: ● Patient Base — age, gender, patient type, distribution, and more ● Demographic Information — specialties, practice profiles, hospital associations, and more © Measurement Mojo, 2015 www.measurementmojo.com | 3 ● Multi-brand Marketing — data including multi-brand franchises, across business units, multiple indications, and more ● Behavioral Data — brand loyalty, sales trends, diagnosis/treatment, adoption behavior, referral patterns, and more ● Engagement Trending — MCM programs, sales engagement, speaker program participation, and more After a detailed analysis, we determine a tiered spending strategy based upon target opportunities, while adhering to business rules that inform messaging and call to action tactics. IntelliScore® rankings determine final MCM targets — including those eligible for specific campaign messaging — to build awareness, fortify brand share, and increase product trials. Engagement metric that includes these data inputs identifying opportunistic targets MULTI-VIEW Brand/Indication Business Unit Franchise Company PATIENT BASE Age & Gender Persistence & Compliance Co-morbidities Patient Type Distribution FORECAST ENGAGEMENT TRENDING MCM Programs Sales Engagement Speaker Programs Online/Digital Other PROFILES Ideal Profiles Channel Preference Attitudes Communication Style DEMOGRAPHIC INFORMATION Specialty Practice Profile Hospital Associations BEHAVIORAL DATA Brand Loyalty Sales Trends Diagnosis/Treatment Adoption Behavior Referral Patterns Managed Care Results What happened when Measurement Mojo compared clients who stuck with standard segmentation versus those who chose our groundbreaking Exploded Segmentation with IntelliScore® program? The numbers speak for themselves. © Measurement Mojo, 2015 www.measurementmojo.com | 4 We analyzed 5,000 of the client’s targets from the prior year and discovered that they generated 18,000 scripts for $3.1M in revenue. However, when we selected the top 5,000 Best Targets with IntelliScore®, the targets generated 43,000 scripts for $7.4M in revenue. When we implemented a campaign the following year using the IntelliScore® recommended targets, our client saw a 700%+ increase in sales lift, from $30K to $245K compared to status quo targets. In other words: ... using the IntelliScore® recommended targets, our client saw a 700%+ increase in sales lift, from $30K to $245K compared to status quo targets. ● Exploded Segmentation w/IntelliScore® yielded $215K in new revenue realized — a 715% increase ● Minus Measurement Mojo’s fees, clients saw an ROO of 9.2 to 1. ● This was just one of many Measurement Mojo recommendations that provided clear return for the client that year By identifying and engaging opportunistic multichannel targets with this system, we’ve helped our clients achieve the following: Brand A (2014 compared to 2013) ● 3x higher average TRx for whitespace targets ● 285% increase in email open rates ● 285% decrease in cost/target engagement for email Brand B (2014 compared to 2013) ● 4x increase in average TRx for whitespace ● 30% to 50% higher email response rate than demand model targets Brand C (2014 compared to 2013) • 3x increase in average TRx (19.65 vs. 7.45) • 43,000 more TRx among ROM targets • 30% increased engagement in direct mail and up to 50% in email among ROM targets compared to demand model targets Our research shows that 51% more healthcare providers engage with multichannel IntelliScore® marketing than with general sales efforts alone. Conclusion Standard segmentation practices have proven inadequate for bridging past and future sales. Under this status quo system, critical targets who are engaging may not be hitting the sales threshold for targeting. These individuals are either ignored or minimized, making it impossible to effectively engage them in the future. © Measurement Mojo, 2015 www.measurementmojo.com | 5 Measurement Mojo’s answer to this problem is a trailblazing tool called IntelliScore®, which allows us to score a specific target’s past engagements and sales history. Armed with this score, we then create strategic segments that target each audience through a process called Exploded Segmentation. The results? Our research shows that 51% more healthcare providers engage with multichannel IntelliScore® marketing than with the sales team alone. In just six months with this program, our trailblazing clients have seen up to 64% increases in engagements among trial users and as much as a 16.7% increase in sales. Market with confidence. Measure with Mojo. 515-987-3147 [email protected] www.measurementmojo.com 2605 NW 163rd Street, Des Moines, IA 50325 © Measurement Mojo, 2015 www.measurementmojo.com | 6