A mature blockbuster drug was looking to strengthen prescriber relationships in a specialized competitive marketplace. The brand wanted to optimize messaging at a quicker speed to be able to serve up relevant content to healthcare professionals (HCPs) but prescription data and measurement was only available on a lag. The brand also recognized that tracking audience performance by tactic was an ineffective way of understanding brand affinity and did not allow for message optimization at the individual or segment level.
There was a clear need to create a marketing solution that would allow for quick in-market changes to better serve the audience. This type of program would also require a measurement approach that would allow for forward-looking optimization and backward-looking validation of changes implemented.