PMSA Annual Conference

Join Ipsos MMA at the Grand Hyatt in San Diego for the Pharmaceutical Management Science Association’s annual conference. For more than 40 years, the PMSA has been serving pharma analytics professionals. This year, Ipsos MMA’s Surya Pandruvada, EVP Pharmaceutical Practice, will join a discussion exploring Unified Commercial Measurement and Optimization implementation at Regeneron [Tuesday, May 23 | 1-1:30pm | Track B: Customer Engagement in the Digital Era].

Commercial investments are one the most expensive line items for organizations. Understanding its effectiveness and how it interacts with all channels is crucial for brands to succeed. With the shift toward digital messaging and engagement, the Unified Commercial Measurement and Optimization approach led Regeneron’s data analytics teams to unlock incremental returns on their investments. The unified approach eliminated a siloed measurement approach of top-down marketing mix and bottom-up HCP/DTC media attribution. This newly adopted analytics framework allowed Regeneron to start seeing the co–dependencies between digital media, professional promotions, and commercial drivers to optimize their campaigns in-market.
More specifically, the unified commercial measurement and optimization enabled Regeneron commercial analytics to:

• Balance traditional and digital marketing plans across partners, tech platforms, and content to drive market share – optimizing DTC, personal and non-personal promotions, and salesforce
• Measure omnichannel impacts of digital marketing initiatives on patient acquisition and adherence, accounting for both payer and competitive dynamics
• Test and implement next best actions across both patient and healthcare provider journeys to drive net conversion and adherence
• Programmatically activate digital media opportunities by prioritizing high-value audiences, maximizing qualified reach, and building better outcomes with marketing partners

To join us, please register on the PMSA website.

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