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Connections That Matter

From Analytics to Actionable Intelligence

Posted by Brijesh P., June 13, 2011

Every pharma sales/marketing forecast highlights the fact that sales reps’ access to physicians will continue to decline over the foreseeable future. For the most part, pharma has adapted to this shift and has been apportioning an ever-growing pool of marketing funds towards non-personal promotion (NPP) and eMarketing. As the portfolio of multi-channel NPP & eMarketing tactics grows and collides with the explosion of emerging media & technology (social media, mobile, tablets, etc), so swells the challenge of measuring performance. The good news: most of pharma has built and fostered in-house analytics capabilities that are capable of capturing and analyzing growing volumes of clickstream & digital data. The bad news: most of pharma struggles to separate the wheat from the chaff and build a cross-functional, harmonized measurement strategy that equally caters to operational and executive stakeholders. Most analytics departments can quickly tell you that the number of people downloading the safety management checklist is declining month-over-month, but fewer analytics departments are capable of moving up the intelligence chain to diagnose the root cause behind poor performance. So how do you overcome this burden? It comes down to a data- and insights-driven measurement framework.

Data is truly a paradox: too little and you’re starved to make complete decisions, and yet too much of it leads to data overload and analytics groups struggle to glean out actionable insights. Finding the data equilibrium point is critical to giving the analytics team the impetus they need to fulfilltactical and strategic demands. For pharma, one of the more effective means of bridgingthe data chasm is building a robust measurement framework. A best of breed measurement framework would encompass:

  • analytics brief
  • common KPI and supporting metrics library
  • clearly defined process for the deployment of analytics capabilities for any business group
  • common reporting & analytics tools
  • measurement best practices

The measurement framework is particularly nifty because it helps gain alignment across multiple brands/franchises (who define the objectives, priorities, key business questions, and target audience), the analytics group/vendor, and IT. Moreover, the fact that analytics is a mixed bag of offline (eg, mailed letters, print journal ads. etc.) and online (digital ads, paid behavioral targeting, organic search, etc.) tactics – necessitates a focused and disciplined approach to critically thinking through which key performance indicators offer sufficient stand-alone (effectiveness lens) and comparative (efficiency lens) insights across multiple brands or [ideally] franchises. The level of clarity provided by a fully vetted measurement framework gives the agility needed to better respond to competitive challenges, industry shifts, and regulatory updates.

The next logical question then is: how do you build this framework?
1. Start by getting your agency (as they could be an objective party acting in favor of the greatest good, rather than allowing subjectivity or lobbying to thwart efforts) to work with the various stakeholder groups in order to build out an analytics brief. The brief should take a top-down approach to deconstructthe purpose, target audience, primary goals, objectives, key business questions, and prioritized set of intended behavior of the marketing tactics.
2. Cross-analyze the brief against existing brand/franchise initiatives to build a library of KPIs and supporting metrics. Turn to industry best practices and experts to determine the optimal blend of KPIs and supporting metrics. Two key points to keep in mind:

  • Build a rich, but carefully vetted set of operational KPIs and supporting metrics library that allows brands to measure the sole effectiveness of tactics; marketing initiatives shouldn’t be restricted by a shortage of metrics, but just a carefully selected set that is focused on intelligence (eg, conversion) over volume (number of clicks)
  • Build a focused and thin set of strategic KPIs and supporting metrics library that are intended to measure the efficiency of tactics; these KPIs are always viewed comparatively across logically grouped tactics (eg, organic search, search engine marketing, etc). Remember that certain KPIs should account for online and
    offline measurement (eg, direct mail open conversion rate compared to CRM email open conversion rate).

3. Define the reports and analytic presentation tools to provide top-line and bottom-line results to various stakeholder groups. This is not a one-size-fits-all model. More often, operational KPIs are reported upon through canned reports (automated weekly/bi-weekly delivery) and strategic KPIs are delivered through a versatile dashboard. From our experience, dashboards without a solid measurement framework end up being glorified reports that don’t easily allow for tactic-to-tactic and brand-to-brand comparison; executives mostly care about the relative, and less about the absolute.

LBi Health recently helped orchestrate a full-blown measurement strategy for the launch of a revolutionary oncology drug. The measurement framework, the lynchpin of the effort, helped gain alignment in what could have otherwise been an extensive process. The disciplined methodology by which we guided the client allowed them to mobilize analytical reporting within just a matter of a couple of months. Speed, flexibility, and discipline are critical to an effective pharma analytics effort.

Remaining competitive today is about taking swift action where opportunities call. If your analytics capabilities are not providing you with actionable intelligence you need to stop and reboot to get your marketing message out to the right people, at the right time, and at the right place.

ACCU-CHEK® Global Marketing

Platform for Localization & CRM

Patient|Medical Device

ACCU-CHEK® Global Marketing
The Challenge

Unify and align the international online presence of Roche's ACCU-CHEK® diabetes brand across more than 50 international websites, as well as develop a 3-year strategy to move digital marketing to the center of operational focus, including areas for growth in digital investments, resources and technology systems. Additionally, develop global Customer Relationship Marketing (CRM) standards to improve customer communications and retention.

The Work

LBi Health worked closely with a core international marketing team of approximately 24 stakeholders in 15 countries to create a streamlined global user interface and a compelling graphic platform flexible enough to allow for the localization of content. By leveraging a single common design and variable information architecture, a consistent, comprehensive global platform was developed capable of accommodating the unique needs of individual markets. LBi Health also produced a series of videos demonstrating product use in a variety of authentic scenarios for multiple countries.

The Result

In January 2011, we began implementing the
3-year digital marketing strategy according to the roadmap created in 2010. The redesigned ACCU-CHEK® global platform was successfully launched and provided scalability and targeting that exceeded client expectations. Brand guidelines were supported and strictly adhered to while offering increased opportunities for localization and greater product insight across multiple media.

K-Y Social Media and Website

Making Love Better

Consumer|OTC

K-Y Social Media and Website
The Challenge

Redesign the K-Y website to educate consumers about their products and drive purchase. Everyone knows what K-Y is, but not everyone knows that K-Y makes a range of other products besides basic lubricant to foster healthy intimacy. Additionally, although an earlier campaign had created a community of 30,000 on Facebook, their activity had grown stagnant, and K-Y tasked LBi Health with reactivating its community.

The Work

To highlight all of the different K-Y products, LBi Health came up with the idea of a streamlined site that features couples who fall into "types" that correspond with a certain product. For example, "the newlyweds" use K-Y Brand KISSABLE SENSATIONS to make every night as exciting as their wedding night. By creating personas to go with the products, it makes choosing a product easier and more engaging. To revive their Facebook presence, we created K-Y's Couples Place page, featuring a new brand tonality, compelling content, promotions and giveaways.

The Result

The new K-Y.com was created at record speed and went live ahead of schedule, just in time for Valentine's Day, the brand's "Super Bowl." In its first 4 weeks, the new site was visited over 300,000 times. On Facebook, the number of 'Likes' increased by 500% in less than 2 months, with interaction rates that were significantly above average. The K-Y brand now has 150,000 enthusiastically engaged advocates on Facebook, and that number only continues to grow.

Galvus Prelaunch Education

Conditioning the Market

Healthcare Professional|Pharma

Galvus Prelaunch Education
The Challenge

Prepare the market for the arrival of a new diabetes treatment (Vildagliptin), within a new class of diabetes medicines called incretin mimetics. Educate healthcare providers about incretins, the medicinee' role in lowering blood sugar, as well as Vildagliptin's promising Phase III clinical trial results.

The Work

LBi Health created a series of online advisory boards consisting of groups of regional opinion leaders. Advisors from different locations were able to review slides and then engage in a remote live discussions with a national opinion leader through a proprietary online meeting platform. LBi Health also partnered with the Johns Hopkins University School of Medicine to publish "Incretin eForum," a monthly CME-accredited newsletter designed to educate endocrinologists on incretins. An editorial board of opinion leaders oversaw the newsletters, and each issue was written by a rotating board of regional opinion leaders.

The Result

The online advisory tactic earned 97% top-box satisfaction rates and captured over 10 hours of interaction time. Additionally, the online advisory tactic lowered cost/consultant by 34% vs offline ad boards. The "Incretin eForum"newsletter enrolled over 3,000 endocrinologists, sustained 50% open rates and scored 90% top-box satisfaction rates.

FibroTogether

Building a Support System Online

Patient|Pharma

FibroTogether
The Challenge

Create awareness and show a true understanding of Fibromyalgia, a condition that is largely misunderstood although 4 to 6 million people in the United States have it. Forest Labs, the maker of SAVELLA - one of only 3 FDA-approved treatments - wanted to reach out and connect this underserved population and provide ongoing education and support, as well as build a database to communicate about the brand and ultimately drive doctor discussions.

The Work

For sufferers of Fibromyalgia, the only thing worse than the chronic pain, memory issues and feelings of despair is the fact that patients are regularly told, "It's all in your head." Based on this insight, LBi Health created FibroTogether, a robust Fibromyalgia community rich with user-generated resources, information and social tools to empower patients and provide a platform for sharing stories, demystifying and de-stigmatizing the condition. FibroTogether offered a complete support system, including a Relationship Marketing program with practical help and tips from patients and medical professionals.

The Result

Today, the FibroTogether community has thousands of registrants and continues to grow. Users are exchanging tips and learning about SAVELLA and other non-prescription treatments. Best of all, sufferers are taking back control of their lives, with the knowledge that they're not alone anymore.

NHS Map of Medicine

Point-of-Care Evidence-based Medicine

Healthcare Professional|Provider

NHS Map of Medicine
The Challenge

Supply a community of diverse clinicians, with
up-to-date, accurate, best practice treatment guidelines at the point of care. These clinicians are part of the National Health Service (NHS), the publicly funded health system in the UK, and a long-time client of LBi Health.

The Work

LBi Health developed an interactive "Map of Medicine," which provided healthcare professionals with easy and fast access to specialty-focused medical information through an intuitive web-based interface. At the heart of the Map of Medicine was evidence-based clinical information that drew on best practices for over 1200 treatment pathways. Clinicians across the UK were able to modify and add content to their version of the Map to better reflect their specific healthcare economies. LBi Health led both user experience and systems integration for this complex and important initiative.

The Result

Over 40% of clinicians within the NHS now have access to the Map of Medicine at the point of care. The success of the web-based Map of Medicine led to the development of additional products for clinicians to use on mobile devices, including PDAs.

WebMD Health Utilities

Innovative Tools for Better Health

Corporate|Health Media

WebMD Health Utilities
The Challenge

Design the next generation of health utilities for WebMD, the world's largest online consumer health destination, and create experiences that help people take charge of their health.

The Work

User experience and design teams from LBi Health worked with WebMD to transform consumer insights into several engaging online utilities. The Food and Fitness Planner is a behavior modifier that targets women and moms who wanted to lose weight. The Symptom Checker, WebMD's most trafficked tool, lets users select symptoms via an integrated body map, list or search function to create a possible self-diagnosis and facilitate conversations with their doctor. Questions and Answers uses the strength of community and the knowledge of experienced professionals to provide user-generated answers to health questions.

The Result

These forward-thinking utilities delivered on a core need for improved user experience and heightened design on the number one health media site, and made a measurable impact in WebMD's user experience Key Performance Indicators (KPIs), including pages consumed, the source of WebMD's ad revenue.

MGH Institutional Redesign

Digital at the Heart of Medicine

Corporate|Provider

MGH Institutional Redesign
The Challenge

Consolidate and redesign Massachusetts General Hospital's website. Founded in 1811, MGH is the second-oldest hospital in America. It has consistently been ranked among the top 5 hospitals in the nation and was recently designated a Magnet hospital - the highest honor for nursing excellence. By all accounts MGH has a long and prestigious heritage. However, the hospital's broad and deep range of services, coupled with its decentralized culture and web publishing process, had led to a fragmented web presence that no longer represented the distinctive strengths of the institution.

The Work

LBi Health redesigned the MGH website from the ground up, paying particular attention to preserving MGH's heritage, and promoting its continued leadership in standard-setting medical care. Using best-in-class user experience, design, and editorial standards, we seamlessly integrated 50,000 discreet web pages across 50 different centers of excellence into one coherent site. LBi Health also developed several customer service features including Find a Doctor, Schedule an Appointment and faceted search tools. We also designed a centralized, automated publishing process and deployed a new Interwoven CMS.

The Result

The new website has been a tremendous success and has been recognized by the industry as one of the leading hospital sites. Our work has won multiple awards and, best of all, our lead clients praised us as "one of the best consultants they'd ever worked with."

VISINE Digital Media

Engaged Eyes Drive Sales

Consumer|OTC

VISINE Digital Media
The Challenge

Engage bleary-eyed, workaholic desk jockeys as well as till-the-break-of-dawn partiers with a clever campaign to use VISINE's two new premium eye drop formulas-"Tired Eye Relief" and "Maximum Redness Relief." These two distinct passion-pursuer market segments identified from market research are often apathetic about eye drops, but would surely benefit from the newly released products.

The Work

LBi Health created a unique campaign that emotionally connected VISINE to each consumer segment's specific lifestyle and needs. Copy and placements for provocative interactive banners targeted the consumers' specific interests based on browsing habits, while messaging in Facebook ads directly correlated to keywords in a user's status updates. Users also received coupons, promoting immediate sales. We further enhanced the campaign with a Twitter-based lifestyle analysis, the first of its kind. The application could scan a user's tweets for signs of too much work or too much fun, and recommend the right VISINE product for each person.

The Result

With average interaction rates upwards of 5% across the campaign, the banners defied expectations and, in many placements, exceeded benchmarks by over 300%. The campaign reengaged existing consumers and generated awareness of the new products, driving sales through brand interaction. The humble banner was elevated, and reminded bleary-eyed consumers everywhere of the difference a little drop can make.

AstraZeneca Global Redesign

Global Platform for Local Markets

Corporate|Pharma

AstraZeneca Global Redesign
The Challenge

Develop a new global corporate digital strategy based on AstraZeneca's new brand position, "Health Connects Us All" and apply it across the digital space. Redesign AstraZeneca's website with a CMS platform that allows for timely updates for global communications.

The Work

During the summer of 2010, LBi Health worked with stakeholders around the world to define AstraZeneca's Global Country Site Framework, delivering a platform for realizing the digital strategy globally and locally by providing a consistent portrayal of AstraZeneca around the world. LBi Health also provided AstraZeneca with a secure and robust hosting solution, including a new intranet solution and a publishing support team to offer around-the-clock support.

The Result

By working with LBi Health's global network, AstraZeneca was able to execute a digital plan, bring global consistency to the brand, and establish a digital infrastructure for the ongoing development of corporate and product communications.

Case Studies
ACCU-CHEK® Global Marketing K-Y Social Media and Website Galvus Prelaunch Education FibroTogether NHS Map of Medicine WebMD Health Utilities
MGH Institutional Redesign VISINE Digital Media AstraZeneca Global Redesign
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