Current SFE and marketing analytics often focus on the detailing, sampling and sales force. Marketing spend on digital channels (including tools) is increasing while sales force is contracting. Digital channels are growing in usage and increasingly influence physicians as well as patients. The industry is moving rapidly towards a multi-channel, multi-touchpoint relationship with the physician and the patient 1. Most current ROI models are static and focus on sales levers alone 2. Block box models with time lag of 4-6 months 3. Independent Chanel Analysis – Pharma struggles with combining the analysis arising from different channels. 4. Additionally the customers are not exposed to multiple channels at the same time. Current state analytics does not provide any insight into the synergies between digital spend & traditional sales force effectiveness channels. Kvantum can help pharma brands to measure impact of spend in digital channels to maximize ROI from sales force.

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DIGITAL ATTRIBUTION
IN PHARMA WORLD
Prepared by – Kvantum Inc.

2. DIGITAL IN THE PHARMACEUTICAL WORLD
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3. DIGITAL IN THE PHARMACEUTICAL WORLD
3CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014

4. DIGITAL IN THE PHARMACEUTICAL WORLD
4CONFIDENTIAL COPYRIGHT - KVANTUM INC. 2014

5. PHYSICIANS – DIGITAL ENGAGEMENT
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6. PATIENTS – DIGITAL ENGAGEMENT
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7. PROMOTIONAL & MARKETING CHANNEL SPEND
ANALYSIS
PHYSICIAN
DETAILING
SAMPLING
FIELD SALES REPS
E-DETAILING
DIGITAL MEDIA FOR
ENGAGEMENT
DTC MARKETING
PATIENT BEHAVIOR
FOCUS FOR SALES
ANALYTICSTODAY
LIMITED ASSESSMNT
OF IMPACT
Confidential copyright - Kvantum Inc. 2014

8. • Digital channels are growing in influence on physicians and other related stakeholders
• The influence of traditional marketing channels for pharma companies are decreasing and becoming more limited
with growing regulation and compliance requirements
• Pharma companies want to embrace the changing environment but need to find the optimal channel mix (both
traditional and digital) now and moving forwards as the digital landscape evolves
With the above in mind Pharma companies would like to assess the opportunity (and ROI) for digital
engagement and share the benefits in a compelling way with key stakeholders as part of a change
management process to tap into this growing trend.
THE CHALLENGE
Confidential copyright - Kvantum Inc. 2014

9. TRADITIONAL SALESFORCE EFFECTIVENESS
MODELS
DIGITAL CHANNELS
Detailing, Sampling, DTC (TV,
Radio, Print Media)
TRx and NRx
Sales, ROI, Brand Awareness
Paid, Earned, Owned
Media
Physician Engagement Patient Engagement
Incorporate synergistic & cross
effects associated with multi-channel
interaction with the physician & the
patient
Digital ROI
(Paid, Owned, Egnagement Channels)
KVANTUM METHODOLOGY
Confidential copyright - Kvantum Inc. 2014

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THANKS!
Drop us a note at info@kvantuminc.com to know how can we help you.