Download innovative marketing engagement measurements

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