A spurt in sales, post a marketing campaign, may not be the sole result of that marketing campaign. Various other factors could have contributed to that surge. Some of it would have happened even in the absence of a promotional effort.
Pharma marketers can take advantage of the insights coming out of test control analysis – meaning what part of a rise in prescriptions is attributable to the marketing campaign by determining the deviation in the behavior of ‘test’ HCPs from ‘control’ HCPs.
An SME pharma company enlisted Axtria’s help to understand the impact of their tele-detailing efforts on their brand sales.
Read this illustration to know how Axtria helped the client to enable better allocation of funds and maximizing the return on investment on tele-detailing.
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