{"id":12712,"date":"2014-01-01T00:00:00","date_gmt":"2014-01-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/uncategorized\/show200\/"},"modified":"2014-01-01T00:00:00","modified_gmt":"2014-01-01T00:00:00","slug":"show200","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/talk\/show200\/","title":{"rendered":"The Physician Value Index: A Framework for Measuring Pharmaceutical Marketing Performance"},"content":{"rendered":"

The Physician Value Index A Framework for Measuring Pharmaceutical Marketing PerformanceClick Here for Additional Resources<\/a><\/p>\n

A conversation with Mark Goldstone<\/b> and Venkat Gullapalli, MD<\/b>, Co-CEOs, Medikly (see Bios<\/a>), about a better way to reach, engage and understand healthcare professionals (HCPs) by gaining insights into the HCP journey through various digital touch points and highlighting how these touch points impact the behaviors and preferences of HCPs and their intent to prescribe. The discussion featured Medikly’s The Physician Value Index\u2122.<\/p>\n

Aired LIVE on:
Tuesday, July 9, 2013<\/b><\/p>\n Listen to internet radio<\/a> with Pharmaguy<\/a> on BlogTalkRadio
You can visit this Pharma Marketing Talk Segment Page<\/b><\/a> and listen to the live show or the archived audio podcast afterward. This show and ALL Pharma Marketing Talk shows are available as podcasts via PMT on iTunes<\/b><\/a> (FREE!). <\/p>\nBackground<\/b><\/p>\n

\"Dysan
“Top five business priorities for 2013”
Source: Accenture. Life in the New Normal: The Customer Engagement Revolution.<\/p>\n

The age of the empowered physician represents a contradiction of sorts for pharmaceutical companies — there have never been more ways to reach physicians and other healthcare providers (HCPs), yet it’s never been so challenging to effectively engage them. Driven by the decline in face-to-face interactions and the availability of on demand access to digital channels, HCPs now choose when, where, how, and if they interact with pharmaceutical companies.<\/p>\n

With more than $60 billion being spent annually on marketing and communications to HCPs, pharmaceutical marketers need to reinvent how they allocate, optimize, and justify spend through real-time, data-based insights and intelligence.<\/p>\n

Medikly proposes a new model, the Physician Value Index or PV Index\u2122, which integrates four key aspects of how a physician interacts with a pharmaceutical brand: presence, participation, influence and sentiment. <\/p>\n

Using the PV Index, pharmaceutical marketers can now incorporate a new capability model of measuring marketing performance and its contribution to driving business value. <\/p>\n

Questions\/Topics Discussed<\/b> <\/p>\n