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Current Challenges
As pharmaceutical & other life science companies shift from marketing their drugs and devices to physicians only, towards positioning their products broadly as solutions to health problems, they need to increasingly engage in providing information directly consumers.
Today consumers are very aware and actively involved in their own health care, aggressively looking for information about the conditions that may affect them and the therapies used to treat those conditions. Direct-to-consumer (DTC) information comes in many forms – from marketing/advertising to outreach/educational campaigns. Even companies provide DTC information to achieve a number of objectives in addition to promoting specific products such as-
- Educating the consumer about medical conditions, their symptoms, effects and possible treatment options
- Triggering recognition / detection of health issues that may need early clinical consultation, thereby encouraging more appropriate care-seeking, case-finding, and patient-physician dialogue
- Promoting self-care and compliance with treatment regimens.
marketRx’s experience across therapeutic areas coupled with a domain experienced team, can support your DTC efforts by adapting a rigorous integrated approach to provide you actionable insights for your DTC campaigns. Leveraging our domain experience and product driven solutions, we can help you -
- Analyze overall ROI of your program
- Identify the effective elements of your existing programs
- Help you get an insight into physician & consumer’s psyche and how that effects relevant behavior
- Help you assess the impact of your DTC program enabling fact based timely launch and switchover of your campaigns
Our solution helps you develop a rigorous, transparent, and actionable system for evaluating DTC contribution to support key business decisions. Key features that differentiate our solution are:
- Promotion response dynamics modeling integrates multiple data
- Primary market research to confirm how DTC campaign’s impact consumer & physician behavior
- Integrates physician-centric promotion response dynamics model & primary market research for accurate and comprehensive ROI analysis
iOptima™, the integrated promotion-response based model from marketRx forms an vital part of this solution and provides you advanced analytics to constantly track both final sales as well as interim perceptual and attitudinal attributes, providing invaluable support in both strategic and tactical planning of your DTC campaigns.
At marketRx, we believe that rigorous analytics and a predictive ROI should be part of every strategic and tactical decision you make. marketRx’s DTC promotion analysis solution enables you achieve the most out of your limited resources and give a boost to your product performance.
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