impact measurement: from counting numbers to actionable insights
TRANSCRIPT
ProprietaryandConfiden/alInforma/on
ImpactMeasurement;fromcoun1ngnumberstoac1onableinsights
Watchwebinar:h.p://www.a-cross.com/health/events/impact-measurementJanKeuppens&ChristopheBrock
ProprietaryandConfiden/alInforma/on
Agenda
1 Introduc/on
2 TheAHimpactmeasurementapproach
3 DefiningKPIrelevanttoyourbrandstrategy/objec/ves
4 Crea/ngadashboard
5 Q&A
©AcrossHealth2
ProprietaryandConfiden/alInforma/on
Ourmission
AcrossHealthisatrustedadvisortoseniorleadersofinnova3vemul3na3onal
healthcareorganiza3ons.
Withafocusoncustomerengagementinthedigitalage,wepartnerwithourclientstodesign,develop,executeandmeasuredigital-secondstrategiesandcompanywidedigitalreadinessprogrammes–fortheshort,mediumandlongterm.
©AcrossHealth3
ProprietaryandConfiden/alInforma/on
Somenumbers2015
over60consultants
Physicalpresencein10markets
Over300projects
Channelaffinityof8000HCPs(Navigator)
25+%CAGRsince2007
©AcrossHealth4
ProprietaryandConfiden/alInforma/on
Yourpresentersfortoday
©AcrossHealth5
ProprietaryandConfiden/alInforma/on
Agenda
1 Introduc/on
2 TheAHimpactmeasurementapproach
3 DefiningKPIrelevanttoyourbrandstrategy/objec/ves
4 Crea/ngadashboard
5 Q&A
©AcrossHealth6
ProprietaryandConfiden/alInforma/on© Across Health 7
Howdowemeasureimpact?
ProprietaryandConfiden/alInforma/on©AcrossHealth8
ProprietaryandConfiden/alInforma/on
Metricsvs.KPIvs.ROI
• Ametricisanystandardofmeasurement-numberofvisitors,average/meonsite,%repeatvisitors,etc.
• AKeyPerformanceIndicator(KPI)isametric
thatyouhavechosenthatwillgiveanindica1onofyourperformanceandcanbeusedasadriverforimprovement.Restrict#KPItokeepfocus-Σ#MCQ,€/MCQ
• ROIisaspecificKPIusedtoevaluatethe
efficiencyofaninvestmentortocomparetheefficiencyofanumberofdifferentinvestments.TocalculateROI,thebenefit(return)ofaninvestmentisdividedbythecostoftheinvestment;theresultisexpressedasapercentageorara/o.
KPIROI
KPI
Metric
©AcrossHealth9
ProprietaryandConfiden/alInforma/on
Pugngitintoperspec/ve…theFMCGapproach
©AcrossHealth10
Channelacceptance/NPSClarityofmessageAjrac/veness
ROICosteffec/veness#MCQ€/MCQ
BrandawarenessDiseaseawareness&diagnosisRxintentNPSbrandNPScompany
#emailsopens#click-throughs#webvisits#contacts#referrals
Direct,Channeleffects Indirect,Brandeffects
Quan1ta1ve&behavorialeffects
Qualita1ve&communica1on
effects
REACH&ADVOCACY
ENGAGEMENT CONVERSION
EFFECTIVENESS
ProprietaryandConfiden/alInforma/on
Pugngitintoperspec/ve…theFMCGapproach
©AcrossHealth11
Channelacceptance/NPSClarityofmessageAjrac/veness
ROICosteffec/veness#MCQ€/MCQ
BrandawarenessDiseaseawareness&diagnosisRxintentNPSbrandNPScompany
#emailsopens#click-throughs#webvisits#contacts#referrals
Direct,Channeleffects Indirect,Brandeffects
Quan1ta1ve&behavorialeffects
Qualita1ve&communica1on
effects
REACH&ADVOCACY
ENGAGEMENT CONVERSION
EFFECTIVENESS
ProprietaryandConfiden/alInforma/on©AcrossHealth12
ProprietaryandConfiden/alInforma/on
Anexcellentstart:Googleanaly/cs
©AcrossHealth13
Visits over time
Key success metrics
Traffic sources
Key content & keywords
ProprietaryandConfiden/alInforma/on
Pugngitintoperspec/ve…theFMCGapproach
©AcrossHealth14
Channelacceptance/NPSClarityofmessageAjrac/veness
ROICosteffec/veness#MCQ€/MCQ
BrandawarenessDiseaseawareness&diagnosisRxintentNPSbrandNPScompany
#emailsopens#click-throughs#webvisits#contacts#referrals
Direct,Channeleffects Indirect,Brandeffects
Quan1ta1ve&behavorialeffects
Qualita1ve&communica1on
effects
REACH&ADVOCACY
ENGAGEMENT CONVERSION
EFFECTIVENESS
ProprietaryandConfiden/alInforma/on
Afewideas…
TheCustomerImpactTrackersurveyallowsyouto:
• Triggeraminisurveyalerxpageviews,x/meonsite,xvisitstoconversionitems,…
• Triggerasurveyalertheusercompletedapar/cularflow
• ...askques/onstovisitorsthathaveexperiencedyourwebsite.
• “Bestratedar/cle”
©AcrossHealth15
ProprietaryandConfiden/alInforma/on
Pugngitintoperspec/ve…theFMCGapproach
©AcrossHealth16
Channelacceptance/NPSClarityofmessageAjrac/veness
ROICosteffec/veness#MCQ€/MCQ
BrandawarenessDiseaseawareness&diagnosisRxintentNPSbrandNPScompany
#emailsopens#click-throughs#webvisits#contacts#referrals
Direct,Channeleffects Indirect,Brandeffects
Quan1ta1ve&behavorialeffects
Qualita1ve&communica1on
effects
REACH&ADVOCACY
ENGAGEMENT CONVERSION
EFFECTIVENESS
ProprietaryandConfiden/alInforma/on©AcrossHealth17
NPS:Howlikelyareyoutorecommend___toapeer?
ProprietaryandConfiden/alInforma/on©AcrossHealth18
Areyoukiddingme? Mmh? YES!
Detractors Passives Promoters
ProprietaryandConfiden/alInforma/on©AcrossHealth19
%Promoters
0-6
7-8
9-10
NetPromoterScore(NPS)
minus
%Detractors
Extremelylikely
Extremelyunlikely
ProprietaryandConfiden/alInforma/on
Pugngitintoperspec/ve…theFMCGapproach
©AcrossHealth20
Channelacceptance/NPSClarityofmessageAjrac/veness
ROICosteffec/veness#MCQ€/MCQ
BrandawarenessDiseaseawareness&diagnosisRxintentNPSbrandNPScompany
#emailsopens#click-throughs#webvisits#contacts#referrals
Direct,Channeleffects Indirect,Brandeffects
Quan1ta1ve&behavorialeffects
Qualita1ve&communica1on
effects
REACH&ADVOCACY
ENGAGEMENT CONVERSION
EFFECTIVENESS
ProprietaryandConfiden/alInforma/on
Factorsimpac/ngcosteffec/veness
§ Is the full cost per reach/engagement/ conversion favourable vs. offline activities?
§ Did we acquire new actionable customer intelligence to optimise future campaigns and enhance customer-centricity (email permission, channel acceptance, behavioural/attitudinal information)
§ Metrics: cost/contact, cost/conversion, cost per MCQ, NPV, cost per email permission…
With small target groups,
a 20% expected response
rate and a high fixed cost, the cost
per e-contact can exceed
that of a F2F call (est. 100-200 euro)
©AcrossHealth21
ProprietaryandConfiden/alInforma/on©AcrossHealth22
ProprietaryandConfiden/alInforma/on
TheAHapproach:MCsuccessmeasurement
I.BEFOREcampaign§ SelectKPI/campaign
channel§ Bringinqualita/ve
dimension§ Establishbaseline§ Formcontrolgroups
©AcrossHealth23
ProprietaryandConfiden/alInforma/on
TheAHapproach:MCsuccessmeasurement
I.BEFOREcampaign§ SelectKPI/campaign
channel§ Bringinqualita/ve
dimension§ Establishbaseline§ Formcontrolgroups
II.DURINGcampaignSetupMCQdashboardMonitor&streamlinethecampaign
©AcrossHealth24
ProprietaryandConfiden/alInforma/on
TheAHapproach:MCsuccessmeasurement
I.BEFOREcampaign§ SelectKPI/campaign
channel§ Bringinqualita/ve
dimension§ Establishbaseline§ Formcontrolgroups
II.DURINGcampaignSetupMCQdashboardMonitor&streamlinethecampaign
III.AFTERcampaignDemonstrateeffec/veness
• #MCQ• €/MCQvs.F2Fcost• ∆diagnos/c
knowledge
©AcrossHealth25
ProprietaryandConfiden/alInforma/on
Keyelementsofmeasurementframework
©AcrossHealth26
Control groups Measure campaign
effectiveness by comparing results of 4
types of target customers (Rep only,MC only, Hybrid, No Promo)
MCQ Multichannel equivalence
Measurement framework
Impact of campaign activities will be expressed in line with their relative channel weight, allowing effectiveness comparison with F2F initiatives Derived from our Crosschannel navigator
Established baseline
Measure & compare qualitative campaign impact on disease and
brand awareness Pre vs. Post campaign situation
ProprietaryandConfiden/alInforma/on©AcrossHealth27
MCQ: Overall Methodology
• Based strictly on primary research • Analytical framework and key
metrics pioneered and developed in FMCG
• Advanced analytics developed by Across Health
• Results are obtained through HCP websurveys in most geographies (assisted by phone or f2f in some emerging markets)
• Only active practitioners are allowed to participate in the survey
• HCPs are asked to self-report
ProprietaryandConfiden/alInforma/on©AcrossHealth28
Key Metrics
ProprietaryandConfiden/alInforma/on
promocall intscmeeting ad KOLDM localscmeet booth colleaguefax MSL TVad profassocnewsletter Meded medjourn patientrep phaseIV intconf patassocrep(tablet/iPad) educall CME caregiversample servicectr nursepromosms patadherence pharmacist
hospitalhealthinsurgovernmentsctreat
eDetail eMedEd eCME wikipediaeNewsletter eMSL onlineconftp onlinemdnetweMailRep webcast banners onlinemedjournteledetailing smartphapp websitesctp KOLwebinartwitter eNewslettersctp websitepatassocwebsite ePrescribing websiteprofassoc
websitehealthauth
Earned
Offline
Online
OwnedPromo OwnedMed+Serv Paid
©AcrossHealth29
Channel Catalogue
>50ChannelsCovered
ProprietaryandConfiden/alInforma/on©AcrossHealth30
Multi-Channel Equivalence Maps
All values shown are illustrative only
ImpactisrescaledtoallowdirectcomparisonwiththeRep(MCQPromo)orwithaMedicalMee/ng(MCQ
Medical)
Thegraphsandtablesaresimilartoperformancemaps,buttheRepisALWAYSsetat1.00
ProprietaryandConfiden/alInforma/on
Calcula/ngMCQImpact:Step1:rescalingputstheRepasareference
baseline 1.00
Impact Score
Example: Impact: Rep = 6.0 eNewsletter = 4.5 MCq impact of eNewsletter = 4.5/6.0 = 0.75
0.75
0.61
6.0 4.5
3.7
Rep
eNews
TV
7.3 1.21 KOL
MCq impact
illustrative
©AcrossHealth31
ProprietaryandConfiden/alInforma/on
Calcula/ngMCQImpact:Step2:interpola/on“opensup”thescale
baseline 1.00 0.35
0.00
1.71
MCq
Theinterpola1onresetsthelowestimpactvalue(usuallyTVadver1sing)asanewzeropointThiscompensatesforarespondent’stendencytoavoidlow(andhigh)valuesAsaresult,asimplelinearinterpola1onformulaallowsto“openup”thescale
illustrative
©AcrossHealth32
ProprietaryandConfiden/alInforma/on
Controlgroups
• Representa/vesamplesizedependsontotaltargetaudience• 3rdpartyfullfilmentshouldenableexclusionofgroupmembers(uniqueHCPID?)• Post-campaignanalysisofcosteffec/veness,∆diagnos/cknowledge,…
33
Target audience
Reponly
MConly
Nopromo
Blended promo
©AcrossHealth
ProprietaryandConfiden/alInforma/on
Establishbaseline
• Onlinesurvey/Callcenterforselectedmarket(s)• NPSapproachforbrand,companyandchannel(campaign)• Measurediseaseawareness&diagnos/cknowledgethroughqualita/vesurvey
34
X-2months
Baselineassessment
X+6months
KickoffMCPilot XClosingmonth
Interimassessment
Finalassessment
©AcrossHealth
ProprietaryandConfiden/alInforma/on
Agenda
1 Introduc/on
2 TheAHimpactmeasurementapproach
3 DefiningKPIrelevanttoyourbrandstrategy/objec/ves
4 Crea/ngadashboard
5 Q&A
©AcrossHealth35
ProprietaryandConfiden/alInforma/on
Endgoal=BuildingMCcase...
36
Situa/on
LimitedSOV(3rdlinepromo)andlimitedperceivedgrowthpoten/al.Internalcompe//vepressureotherbrands+newcompe/torenteringmarket
KPIs
NumberofMCEquivalents
êêêê
∆diseaseawareness/diagnos/cknowledge
êêêê
Cost/MCQ êêêê
Cross-channelstrategy
Design&executefull-blowncampaign
Focusonbroadreferralbase¤tprescriberstoraiseawareness
Leveragepoints
Brandchoice:improvebrandengagementforcustomersthroughcross-channelDiagnosis&treatmentchoice:improveoverallawarenesss&engagementthroughcrosschannel
Objec/ve
AchievexMCQoveraperiodof1year/cost–x%
©AcrossHealth
ProprietaryandConfiden/alInforma/on©AcrossHealth37
BrandChoice
Presenta1on
Origina1on
Evalua1on/Diagnosis
TreatmentChoice
Adherence
Chronic Ruber disease patient seeks professional help
GP Specialist
Misdiagnosed Diagnosed Diagnosed
Ruber-cell blockers other
YOUR BRAND other
Drop-out On-treatment
Chronic Ruber disease patient population
5000 10000
8000 2000
1000
5000
5000
2500
14000
20000
4000
PATIENTJOURNEY
ProprietaryandConfiden/alInforma/on
TranslateMCobjec/vesàKPI/targetaudience
MC objective Key target audience KPI Extend reach & create disease awareness to non-visited referrer basis
Non-visited Pediatricians, Ped ENTs, Pediatric surgeons & geneticists
Σ # disease aware HCP Σ # knowledgeable HCP with diagnostic basics (i.e. # HCP linking key symptoms (=ICD9) to Hunter syndrome) NPS program Σ # MCQ (vs. Target) Σ cost/MCQ (vs.Cost/F2F visit
Increase visit frequency & reinforce messaging impact
Visited Pediatricians, Ped ENTs, Pediatric surgeons & geneticists
Strengthen relationship and build loyalty with key targets and loyal prescribers
Prescribing Ped ENTs, Pediatric surgeons & geneticists
NPS brand (Rx intention) NPS company Σ # MCQ (vs. Target) Σ cost/MCQ (vs.Cost/F2F visit
* Cfr. INT MC blueprint
©AcrossHealth38
ProprietaryandConfiden/alInforma/on
Agenda
1 Introduc/on
2 TheAHimpactmeasurementapproach
3 DefiningKPIrelevanttoyourbrandstrategy/objec/ves
4 Crea/ngadashboard
5 Q&A
©AcrossHealth39
ProprietaryandConfiden/alInforma/on
Whatmakesagooddashboard?
©AcrossHealth40
Answerbusinessques/ons
Ac/onable
Accessible
High level of automation / Lowmaintenance
ProprietaryandConfiden/alInforma/on
Whatmakesagooddashboard?
©AcrossHealth41
Answerbusinessques/ons
Ac/onable
• Arewereachingourobjec/ves?(Commercial,Loyalty,Centricity,Leveragability)
• Areoureffortsinlinewithwhatwewanttoachieve?
• Makethenumberstellyourstory
Accessible
High level of automation / Lowmaintenance
ProprietaryandConfiden/alInforma/on
Whatmakesagooddashboard?
©AcrossHealth42
Answerbusinessques/ons
Ac/onable
• Arewereachingourobjec/ves?(Commercial,Loyalty,Centricity,Leveragability)
• Areoureffortsinlinewithwhatwewanttoachieve?
• Makethenumberstellyourstory
• Insigh~ulforbothopera/onalcampaignmanagementandseniorleadership
• Howcanithelpusop/miseourfutureefforts?
Accessible
High level of automation / Lowmaintenance
ProprietaryandConfiden/alInforma/on
Whatmakesagooddashboard?
©AcrossHealth43
Answerbusinessques/ons
Ac/onable
• Arewereachingourobjec/ves?(Commercial,Loyalty,Centricity,Leveragability)
• Areoureffortsinlinewithwhatwewanttoachieve?
• Makethenumberstellyourstory
• Insigh~ulforbothopera/onalcampaignmanagementandseniorleadership
• Howcanithelpusop/miseourfutureefforts?
Accessible
High level of automation / Lowmaintenance
• Dashboardsworkbestwhentheytouchalllayersoftheorginiza/on:Theycanbeverypowerfulasacommunica/ontool.
• Datashouldbeeasytointerpret&understand
ProprietaryandConfiden/alInforma/on
Whatmakesagooddashboard?
©AcrossHealth44
Answerbusinessques/ons
Ac/onable
• Arewereachingourobjec/ves?(Commercial,Loyalty,Centricity,Leveragability)
• Areoureffortsinlinewithwhatwewanttoachieve?
• Makethenumberstellyourstory
• Insigh~ulforbothopera/onalcampaignmanagementandseniorleadership
• Howcanithelpusop/miseourfutureefforts?
Accessible
High level of automation / Lowmaintenance
• Dashboardsworkbestwhentheytouchalllayersoftheorginiza/on:Theycanbeverypowerfulasacommunica/ontool.
• Datashouldbeeasytointerpret&understand
• Increaseac/onabilitybyproviding“LIVE”dashboard
• Avoidrunningbehindthefacts
ProprietaryandConfiden/alInforma/on
Let’smakeitprac/cal
• AssumethefollowingKPIs/Objec/ves:• WewanttoincreasecustomerReach&Frequency
• Wewanttoevalutetheimpactandcost-effec/venessofthedifferentchannelsinthecampaign
• Wewanttoincreasebrandadvocacy
©AcrossHealth45
Reach&Frequency
Impact&CostEffec/veness
Brandadvocacy
ProprietaryandConfiden/alInforma/on
Wheredoyoustart?Beginwiththebasics
• Whichchannelsareincludedandwhatarethebasemeasures• Whatmeansreach?• Howdoesitdifferperchannel?
• Whatarethecomparisons(/dimensions)you’llwanttosee• Evolu/onover/me ->/mestampedinterac/ons• Regionaldifferences ->Countrycomponentinyourdata• HCPSegmenta/on ->Nomina/vedata• Companysegmen/on ->Nomina/vedata• Controlgroupsegmenta/on ->Groupsneedtobedefined• …
• …willguideyoualreadytowardswhichvisualisa/onsbestrepresentyourKPIs
©AcrossHealth46
Reach&Frequency
Impact&CostEffec/veness
Brandadvocacy
ProprietaryandConfiden/alInforma/on
Leadstoachannelbreak-down
©AcrossHealth47
ProprietaryandConfiden/alInforma/on
Channelbreak-down:Benefits
- Allowsyoutosettherightexpecta/onsintermsofwhatcanandcannotbemeasured
- Setsclearexpecta/onsofallpar/esinvolvedonthedatarequirements.Whatyoudon’tmeasure,youdon’ttreasure!
- Defineupfrontwhichdataresideswhere.Notalltransac/onaldatarequirestobeintheCRM.Adashboardcancombinedatafromvarioussources.
©AcrossHealth48
ProprietaryandConfiden/alInforma/on
Step2:Closingthegaps
• Evaluatewhereprocessescanbeop/mizedtominimizethedataloss:• Personaliseddeeplinking• PersonalizeQRcodes• Trafficsourcetracking• EventURLs• Personalcodesonprintedmaterial• Tagwebs/cks
©AcrossHealth49
ProprietaryandConfiden/alInforma/on
Step3:Bringingitalltogether
©AcrossHealth50
ProprietaryandConfiden/alInforma/on
MakeyourgraphseasytointerpretExample:Areyouontrackreachingyourdesired#MCQs?
©AcrossHealth51
Whatcouldbeimproved?
Reach&Frequency
Impact&CostEffec/veness
Brandadvocacy
ProprietaryandConfiden/alInforma/on
Areyouontrackreachingyourdesired#MCQs?Howitcouldbe
©AcrossHealth52
Evolution of time + a moving target, showing where you should be taken into account the potential channel impact of the waves still to come will show you how well you are on track in achieving your end target
ProprietaryandConfiden/alInforma/on
Howtorepresentfrequency?
©AcrossHealth53
Whatcouldbeimproved?
Reach&Frequency
Impact&CostEffec/veness
Brandadvocacy
Howmanychanneltoucheshavewebeenabletoachieve
ProprietaryandConfiden/alInforma/on
HowtorepresentfrequencyHowitcouldbe
©AcrossHealth54
#HCPswithxcross-channelinterac/ons
Target
13%
27%
19%
36%
2%0,3% 0,1% 0,09% 0,03%
#channels
#HCPswithxcross-channelinterac/ons
Target
440
900
640
#channels
ProprietaryandConfiden/alInforma/on
What’stheeffec/venessofyourchannels?
©AcrossHealth55
Whatcouldbeimproved?
Reach&Frequency
Impact&CostEffec/veness
Brandadvocacy
ProprietaryandConfiden/alInforma/on
What’stheeffec/venessofyourchannels?Howitcouldbe
©AcrossHealth56
Comparing the number of MCQs achieved with the actual cost of the channel, will allow you to calculate the Cost per MCQs; an indicator of the effectiveness of a channel.
ProprietaryandConfiden/alInforma/on
Howcanwerepresentbrandadvocacy
©AcrossHealth57
Reach&Frequency
Impact&CostEffec/veness
BrandadvocacyWhatcouldbeimproved?
-50
1521
ProprietaryandConfiden/alInforma/on
HowcanwerepresentbrandadvocacyHowitcouldbe
©AcrossHealth58
Reach&Frequency
Impact&CostEffec/veness
Brandadvocacy
-50
1521
NPS=%Promoters-%Detractors
ProprietaryandConfiden/alInforma/on
Howmagnificentareyou?
©AcrossHealth59
ProprietaryandConfiden/alInforma/on
Agenda
1 Introduc/on
2 TheAHimpactmeasurementapproach
3 DefiningKPIrelevanttoyourbrandstrategy/objec/ves
4 Crea/ngadashboard
5 Q&A
©AcrossHealth60
ProprietaryandConfiden/alInforma/on
Ques/ons?
©AcrossHealth61