Measuring business outcomes in biopharmaceutical digital healthcare marketing

Matt Sinarski, Melissa Fellner and Marissa Varju
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Matt Sinarski: AstraZeneca US, USA
Melissa Fellner: AstraZeneca US, USA
Marissa Varju: AstraZeneca US, USA

Journal of Digital & Social Media Marketing, 2020, vol. 7, issue 4, 306-313

Abstract: For biopharmaceutical organisations, connecting digital marketing to prescriptions can be difficult. Traditional metrics such as visitors, search engine traffic and click-through rates fail to articulate the customer experience and do not correlate with overall prescription lift. This article demonstrates how biopharmaceutical digital marketers can use data from patients’ digital experiences to predict outcomes, calculate return on investment and optimise the campaigns across all digital channels, all to create efficiencies and increase the impact of each digital marketing dollar spent.

Keywords: digital; media; marketing outcomes; optimisation; biopharmaceutical; key performance indicator (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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