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Client Profile
Synthesize Pharma, a pharmaceutical company, was investing heavily in digital marketing for its new drug launches but lacked clear visibility into which channels and messages were truly driving physician adoption and patient engagement. They needed to optimize a complex budget across multiple therapeutic areas.
The Challenge
Synthesize Pharma’s marketing data was fragmented across various platforms, making it difficult to pinpoint effective strategies and allocate budget efficiently. They required a robust analytics framework capable of providing not just historical performance, but also predictive insights into future campaign effectiveness to maximize ROI in a highly regulated industry.
The Solution: Digitaso Media implemented a comprehensive Data-Driven Marketing Analytics & AI Insights solution.
- Centralized Data Hub: Integrated data from their CRM, medical journal ad placements, paid search campaigns, and professional social networks into a unified analytics platform.
- Custom Predictive Models: Developed AI models to predict physician engagement likelihood and patient journey progression based on digital interactions, guiding marketing automation sequences.
- Granular Attribution Modeling: Implemented multi-touch attribution models to accurately credit various touchpoints across the complex physician and patient journeys.
- Real-time Performance Dashboards: Created intuitive, interactive dashboards providing senior leadership with real-time insights into campaign performance and ROI per therapeutic area.
The Results
Within 10 months, Synthesize Pharma achieved significant strategic clarity and efficiency:
- 30% reduction in Cost Per Qualified Physician Lead.
- 20% improvement in marketing budget allocation towards high-performing channels.
- Enabled proactive adjustments to campaign messaging and targeting, resulting in faster adoption rates for new products.
- Provided clear, quantifiable evidence of marketing’s contribution to business objectives, supporting future investment decisions.
The precision offered by Digitaso Media's data analytics and AI insights has been invaluable. We now have a clear, scientific understanding of our marketing's impact, allowing us to optimize our spend and accelerate our strategic goals.