Medview chosen by the "Dermatologists recommended brands" in skincare 


"Using Medview, we now have a better understanding of the healthcare professionals who are interacting with our brands and products through both our digital and on-the ground marketing assets."

-Global Medical Engagement Director

Challenges

Global skincare leader shapes new healthcare professional engagement to set new record recommendation rates among physicians globally.

This global leader needed to measure objectively the effectiveness of medical marketing programs on FMCG products. The Key Performance Indicator (KPI) of "recommendation rate" is simple to express but difficult to measure objectively. Our global program, through local validation enabled the brand to generate consumer claims such as "#1 dermatologists recommended brand" or "dermatologists recommended brand".

 

Objectives

- Recommendation: Measure recommendation rates of the brand vs. competition

- Claim: Generate local claims based on recommendation rates

- Optimization: Identify which marketing tools deliver the best "recommendation rate" output

- Engagement: Build lasting relationships with healthcare professionals and medical associations

 

Solution

This global leader needed to measure objectively the performance of medical marketing programs on FMCG products. The Key Performance Indicator (KPI) of "recommendation rate" is simple to express but difficult to measure objectively. It also can potentially generate consumer claims such as "#1 dermatologists recommended brand" in local markets. However, this needs to be thoroughly substantiated in each market. 

 

Choosing Medview

Going beyond the CRM, Medview enabled integration of both on-the ground and online engagement inputs. All the salesforces were equipped with Medview enabling integration of all data inputs from the various sales teams. All activities, events were also captured by the various Medview modules. This context was then further enriched by web and email marketing automation integration. Medview Survey automation were also enabled through online/offline channels to measure effectively the various programs in place.