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Measuring business outcomes in biopharmaceutical digital healthcare marketing
Journal of Digital & Social Media Marketing,
7
(4),
306-313
(2020)
Abstract
For biopharmaceutical organisations, connecting digital marketing to prescriptions can be difficult. Traditional metrics such as visitors, search engine traffic and click-through rates fail to articulate the customer experience and do not correlate with overall prescription lift. This article demonstrates how biopharmaceutical digital marketers can use data from patients’ digital experiences to predict outcomes, calculate return on investment and optimise the campaigns across all digital channels, all to create efficiencies and increase the impact of each digital marketing dollar spent.
Keywords: digital; media; marketing outcomes; optimisation; biopharmaceutical; key performance indicator
The full article is available to subscribers to the journal.
Author's Biography
Matt Sinarski is Digital Measurement Director with AstraZeneca. Matt is a results-driven, customer-centric digital marketing leader with 18 years of pharmaceutical experience. He supports patients’ lives by delivering digital cross-channel experiences for top US and global companies in oncology, respiratory medicine and cardiometabolic therapeutic areas.
Melissa Fellner is Global Marketing Director at AstraZeneca. With a passion for science, digital health and helping patients, she has more than 20 years of US and global experience in the areas of medicine research, commercialisation and digital marketing across several therapeutic areas. She has been an expert speaker at conferences of Q1 Productions, DigiPharma, CBI, an Informa business, and the Drug Information Association.
Marissa Varju is the Digital Analytics Leader at AstraZeneca. She is responsible for advancing capabilities in digital media and marketing analytics, with focus on identifying areas for further patient centricity across digital assets. With experience spanning several business-to-business and business-to-consumer industries, Marissa has led successful digital strategy development and execution through utilisation of data driven insights, amplifying the impact of owned, earned and paid media.
