With more than $60 billion being spent annually on marketing and communications to healthcare professionals, pharmaceutical marketers need to reinvent how they allocate, optimize, and justify spend through real-time, data-based insights and intelligence.
Medikly, an innovative provider of physician engagement solutions, proposes a new model for measuring digital marketing effectiveness: the Physician Value Index or PV Index™, which integrates four key aspects of how a physician interacts with a pharmaceutical brand: (1) presence, (2) participation, (3) influence and (4) sentiment.
Using the PV Index, pharmaceutical marketers can now incorporate a new capability model of measuring marketing performance and its contribution to driving business value.
Venkat Gullapalli, MD and Mark Goldstone, Co-CEOs of Medikly, spoke on the Pharma marketing Talk show about PV Index. This article summarizes that discussion. Topics include
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- The Digital Analytics Challenge
- Physician Value Index
- Presence, Participation, Influence and Sentiment
- Integrated Data vs. Big Data
- A Blomberg Terminal for Pharma Marketing