Leveraging data to predict market response and return
Taking smart risks with targeted innovation
Building a cycle of continuous improvement with actionable analytics
Why is it so critical right now?
Major disrupters in the pharmaceutical industry have put the spotlight on quantifying value and measuring impact. The appetite for innovation and change is strong. But the tolerance for risk is not.
Business leaders want to understand the return on new investments and target spending to the highest-impact opportunities. They’re driving demand for more accountable, data-driven marketing.
where does it
Accountable marketing answers the 5 Critical Questions marketers are asking in 2017:
1 | RESULTs
What ROI can I expect? What does this investment ultimately deliver in sales outcomes or other critical benchmarks?
2 | efficiency
Are there lower cost channels that let me deliver those same sales outcomes? Which channels get the greatest value per dollar spent?
3 | integration
How do I know which tactic ultimately led to customer action? How do the channels work together to move a customer from awareness to trial to loyalty? What combination do I need to amplify impact?
4 | innovation
What should I expect of this new channel or new approach? How much of a risk is it? How can I optimize my investment there?
5 | evaluation
Where am I winning and losing? What parts of my plan are meaningfully affecting KPIs, ROI, and ultimately driving revenue? Which are underperforming?
WHAT IMPACT CAN IT HAVE?
Increase revenue and meet business goals with visibility into how each investment will change the market
More accurately predict customer needs and desires by understanding what changes their behavior
Know when to innovate and change to deliver experiences that beat benchmarks and continuously improve
HOW BIG IS THIS
8 out of 10 CMOs indicate that they intend to increase spending on predictive analytics and big data tools.
(Source: The CMO Survey (Feb 2016), MIT Sloan Management Review, Korn Ferry)
This new toolset is set to radically evolve healthcare marketing in just the next 1–2 years.
Our ambition is to give every healthcare marketer the ability to plan with confidence. Confidence that they’ve optimized their communications to meet their specific goal and know exactly what will engage and motivate their potential customers.
We’re approaching this new era of Accountable Marketing with three focused teams and toolsets that will deliver that confidence:
Know where to invest
Leverage a predictive planning tool to integrate multiple data sources to model optimized channel mix and forecast response and return.
Create innovative experiences
Master new channels and new expectations through workshops and co-creation opportunities customized to your brand and plan.
See when to change
Use visual dashboards and analytics experts to track goals against benchmarks and spot opportunities for optimization and improvement.
Learn more about the new era of Accountable Marketing and how inVentiv Health Communications is driving change in our latest report, Data-Driven Expectations
inVentiv Health Communications is a purpose-built collective of agencies focused on supporting health and life science innovators. We work in scalable, collaborative teams that partner across disciplines and geographies to deliver integrated strategies to healthcare leaders.
In today's fast-changing and complex environment, success lies in making connections: between science, emotion, and technology; between data, design and human insight. We’re able to make those connections because our advertising, public relations, medical communications, digital, data science, research, clinical trial recruitment and market access specialists work closely with each other and with healthcare experts, including physicians, pharmacists, advocates, and behavioral psychologists.
As part of inVentiv Health, we have access to unparalleled industry insight. Our communications teams are embedded in a global clinical and commercial organization, giving us a unique lens on changing needs and expectations in healthcare. Our work is informed by the frontline experience those teams have testing innovative new medicines, calling on physicians, and educating patients and professionals.
Our communications specialists are from diverse cultures and countries, steeped in healthcare, and dedicated to creating understandable and motivating communications that can truly change behavior. They take risks, challenge assumptions and bring bold new ideas to every opportunity. They are obsessively curious experts who understand the human side of healthcare and harness the power of data to create confidence in our solutions.
Data is critical to how inVentiv Health Communications is driving innovation in healthcare marketing. Our teams are pioneering a new era of accountable marketing to help clients understand the return on new investments and target spending to the highest-impact opportunities. Today, we’re able to leverage data to predict response, uncover the right opportunities for targeted innovation, and fuel continuous improvement with actionable analytics.