Intent-to-Prescribe: A structured framework to measure outcomes of pharma digital marketing initiatives

Devised by industry experts particularly for markets that lack prescription data, the framework was introduced during maiden Pharma CEO-2023 roundtable organized by pharma veterans

(Photo L-R) Gauri Chaudhari - Co-founder, Brand Innerworld , Anup Soans – Editor, MedicinMan, Harshit Jain - Founder & Global CEO, Doceree, Sumeet Chandna - Consulting Partner, EY India Life Sciences, Preeti Futnani - General Manager, Sanofi Vaccines (India), K Girisan - Managing Director, Menarini (India), T.R. Prasad - General Manager & Country Head, Abbott Point Of Care (India), Preetha Vasanji – President, Emerging Markets Doceree, Vinay Pinto - Executive Director, Wallace Pharma Pvt. Ltd. , Milind Thatte - Managing Director, Procter & Gamble Health Limited, Salil Kallianpur - Editorial Board, Medicinman).
New Delhi: Bolstering digital efficiencies to effectively evaluate results in markets that face acute scarcity of prescription data points, a unique structured framework – ‘Intent-to-Prescribe or I2P’ has been launched to equip pharma industry adequately measure outcomes of digital marketing initiatives.
The framework has been worked upon to bridge the gap that exists with respect to western markets where script or prescription lifts are easily calculable on account of ample availability of data sets.
The I2P framework is a key component of D2 – Driven by Digital, Powered by Data, a joint initiative of Doceree and MedicinMan. It aims to bring transparency in digital outcomes by providing a first-ever measurement tool – a distinct I2P score – derived from quantifiable campaign metrics such   as impressions, CTR, view time, among others. It is part of an in-depth whitepaper that seeks to measure success and introduces a benchmark in digital communications and marketing for the pharmaceutical industry.
Propelled by the fact that improving outcomes is possible if there is a defined way to gauge outcomes, the tool was announced at a roundtable event in Mumbai that saw participation of prominent industry leaders, including T.R. Prasad, GM India – Abbott Point of Care; Preeti Futnani, GM, Sanofi Vaccines; Milind Thatte, MD, P&G Healthcare; and K Girisan
MD, India, Menarini.
Commenting on the launch of the revolutionary concept, Dr Harshit Jain, Founder & Global CEO-Doceree, said, “Digital is becoming an integral part of physician engagement, yet there is a critical challenge that needs urgent attention and redressal. Pharma brands shifted to using digital technologies astonishingly quick after the pandemic and while that is encouraging, marketers are struggling to make sense of their investments relative to the number of prescriptions generated. This clearly happens due to lack of data points, crucial to determine the performance of digital marketing campaigns.”
“Understanding the pivotal impact measurement has on improving current or future campaign outcomes, we are thrilled to have devised a quantifiable score that has immense potential to transform the evaluation process of digital initiatives by leveraging the existing digital metrics and markers. The tool will have global application across markets in the European, APAC and GCC regions as scripts studies are nowhere available presently except for markets in the US.”
Formulated by a team of data scientists and industry experts, I2P score succinctly captures the intent of healthcare professionals (HCPs) to prescribe a brand during their campaign journey, thus optimizing digital outcomes.
“Though digital adoption in the pharma industry has begun, it is still in a nascent stage and there is a lot to learn and embrace to build credible solutions. This is duly achievable if resources are utilized judiciously rather than lamenting on what can’t be done for one market as against another. We must be solution-centric and the I2P score is one such tool in that direction driven by the ‘power to predict’. Addressing the long-standing issue drawing from our industry experience and expertise, we are excited to share it with the industry and take the bar one step above in the realm of digital pharma marketing,” said Anup Soans, Editor-MedicinMan.
The whitepaper can be downloaded from the D2 website and I2P score of the campaigns can be accessed therein. Going forward, I2P score will also be available on Doceree Analytics dashboard for easy measurement of campaign outcomes.