
Challenge
Dentsu health has been working with the client to enhance the Rx impact measurement solution in order to keep up with the ever-changing landscape of marketing to professionals. From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
The client showed interest in a nimbler measurement solution that provided a continuous read on the ecosystem performance enabling real time customer, channel and tactic optimizations.
Solution
Dentsu health teams quickly began designing and implementing an automated MTA delivery process, building optimization infrastructure directly into the cloud and incorporating data collection and modeling into the enterprise solution.
The teams also leveraged machine learning algorithms to easily scale up tactic coverage and enabled frequent optimizations with clear impact reporting through online dashboards.
Results
The solution allowed the brand to succeed by moving from twice per year to real time ecosystem performance measurement capability, enabling quick course corrections as needed, which is especially important in the post-COVID era due to the rapidly changing marcom environment. The implementation of the solution also created the potential to refresh reporting views on a biweekly basis - all with virtually no data lag. Views are refreshed as soon as an additional cut of data becomes available and a full array of analysis subcomponents including sequencing, triggers, suggestions and Non-Personal Promotion (NPP) deep dives are available with each refresh versus once a year.
The company now operates with an automated cloud-based reporting solution through platforms like Tableau, as well as low effort and low cost-to-scale tactic coverage that can quickly expand the analysis to new brands and indications. By gaining the ability to have a timely longitudinal read on ecosystem performance, this pharmaceutical company can monitor the impact driven by optimizations in real time.
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The Cadillac Live Experience
Dyslexia Canada
One in five people have dyslexia and 40% of children with learning disabilities experience mental health problems. Over 750k Canadian students are Dyslexic, however, Canada lacks the tools neces...
The Ad Council, dentsu & VidMob; Creative Optimization
Seize the Awkward
Oreo
The Oreo Doomsday Vault
Generali
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Gillette: Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
Foot Locker
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
Intel
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multiple Myeloma Customer Centric Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Myeloid Leukemia Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
Cancer Treatments Pharmaceutical Manufacturer
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
A Top Ten Global Pharmaceutical Company
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
Ascensia Diabetes Care
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
Sprint: Smack that Talks Back
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Copa Airlines: Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...