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.
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.
Suraksha Ka Teeka
As per the Global Fund 2020-22 Report, Malaria is one of the major public health problems in India. With children 5 times more vulnerable to this disease, their cases were witnessing a sudden ou...
The Everything Book
A pioneer in modern education, The Everything Book is an internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines weak 2G mobile networks aro...
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...
DENTSU CREATIVE China: KFC Re:Store
KFC is the largest and most successful restaurant brand in China. Launched in 1987, the brand has grown to encompass over 9,000 stores in 1,600 cities. A steady stream of innovation has kept the...
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 story of Siemens and a town’s energy blueprint for th...
Sustainable World
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
dentsumcgarrybowen: In Love We Trust with Sinyi Realty
Together with dentsumcgarrybowen Taiwan, Sinyi worked to produce “In Love We Trust”, a short film to encourage young Taiwanese to overcome their fear of commitment and to seeking lasting love an...
1st for Women: 16 Days of Light
Diversity and inclusion
FoxP2: First For Women
Fearless
Facing fear to empower women
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
FoxP2: IndieFin
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar: Volkswagen
Road Tales
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.