Accurately measure return on investment online
A Digital Results Analysis is an independent assessment of the real results of your digital communications and marketing, carried out by Creation Interactive.
Because we’re not an agency, we have no hidden agenda – no axe to grind when it comes to reporting the effect on your bottom line. In fact the analysis process proactively looks for areas where your results could be improved. We can even advise your agencies on how to achieve the results you want them to.
We have been working with pharmaceutical and healthcare companies for over a decade, so we know about the unique nature of your business. We understand about the challenges of engaging stakeholders in a heavily-regulated environment. And we are helping pharmaceutical companies like yours to solve the kinds of challenges you face every day.
The truth about your digital communications
We often hear our pharmaceutical clients say that when their digital or marketing agencies report back to them about results of campaigns, every agency wants to take the credit for any improvement in results, whilst none want to take responsibility for failures.
Of course you can expect to find areas to improve – if your agencies are not proactively reporting to you about where improvements can be made, this is a good sign that you need an independent Digital Results Analysis.
If you want to know the truth about your digital communications, call Daniel Ghinn, Director of Digital Engagement, Healthcare, now on 0207 812 6474 to arrange a confidential discussion.
Is the Internet helping or hindering your marketing?
When it comes to digital marketing and communications, the right information about what is working, and what is not, is essential to continually improve your results.
Whilst your marketing agencies will usually claim to be responsible for any business benefits achieved during the campaigns they run, you really need to know the why, how and where so that you can do more of what works and less of what does not. The way to get this information is through an independent Digital Results Analysis.
You invest significant budgets on marketing and communications, and you want to be sure that your campaigns are achieving the very best possible outcomes. A Digital Results Analysis from Creation Interactive will answer your questions about the bottom line, bringing accountability to your marketing and agencies.
To answer your questions about your marketing and communications outcomes, call us now on 0207 812 6474, and ask to speak with Daniel Ghinn, Director of Digital Engagement.
What’s involved in the process?
It’s easy to get started. Simply think about a current or recent communications initiative or marketing campaign.
Now contact us to arrange a confidential discussion. We’ll ask you about the campaign and its goals. We’ll ask about what measurement systems were in place and what you know so far about digital results, if anything. We’ll discuss with you what information is missing to establish the return on investment.
We will then put together a work plan to measure and analyse your results, and we’ll present you with a proposal to carry out the Digital Results Analysis. Our proposal will include a breakdown of where we recommend the results research activity is focused, along with details of timescale and fees. If you feel it’s for you at that stage, you commission Creation Interactive to get started.
To get started now, simply call 0207 812 6474 and arrange a confidential initial discussion with Daniel Ghinn, Director of Digital Engagement, Healthcare or email daniel@pharmaceuticalresults.com.
Presenting the results
Once the research is complete, we will present our findings to you personally first, and then we will agree with you what the priority areas of feedback should be for your colleagues. Your approved version of the final analysis report will be supplied as a document for distribution.
Optionally, we will present a seminar for you and your colleagues where the priority result areas will be presented in an agreed format. This seminar provides a good opportunity for colleagues to ask the lead researcher about the measurement process and the findings, so that the maximum possible benefit is gained from the analysis.
The effectiveness of your advertising should not be assessed based merely on how many people if delivers to your website. Your advertising agency will be able to tell you those figures. If you want to know what the real results of your advertising are, you need to know how many customers the advertising delivered. How many people responded to your call to action?
Your questions answered
Can you work with my agencies?
Yes, we like to work as closely as possible with your agencies. The good working relationships we have developed with our clients’ agencies has helped bring improved results all-round.
Why commission an independent assessment?
If you want accountability, you need an independent assessment. In some ways like the auditing process that takes place with company accounts, an independent Digital Results Analysis provides you with assurance about the real outcomes of your marketing and communications activities.
My agencies and IT department already supply me with analytics data. Isn’t that enough?
You should certainly expect your agencies and IT team to supply analytics data. What your agency will not do is to give you an open appraisal of their role in the digital results. If you have more than one agency working on the campaign – perhaps a PR agency, digital agency and advertising agency – each will focus their reporting on the component they delivered to demonstrate the value they contributed. They will not provide you with independent insights into the integration of components and user journeys across media; and they will not be able to give you a critical assessment of the role of their activities in the campaign. To gain valuable insights you will need to view the complete picture in detail.
How is return on investment measured?
A Digital Results Analysis from Creation Interactive goes far deeper than ‘clicks’, ‘visitors’ and ‘views’ to assess the real return on investment.
So for example, if your campaign includes digital advertising, you need to know more than how many people clicked through and from which ad versions. To understand the return on investment you need to know what each Internet user did next.
For example, if a campaign goal is for patients to complete a registration process or download some information, you will of course already be measuring how many people complete this goal. But the real insights for improving results will come when you analyse factors such as which ads resulted in the most completions of the goal? And where were those adverts – which are the most effective sites to advertise on? What time of day?
Once you have this information, you can accurately define the cost per completed goal and compare this between ad versions or campaign. Of course your ad agency should be doing this already to continually improve the effectiveness of digital advertising. Your detailed analysis will make sure you really are achieving the best possible results.
Going further, an analysis of those patients who started the process but did not complete it will help you to improve outcomes further.
Now, by combining the behaviour of Internet users with your existing business intelligence data, we can help you to see the pattern between measured digital activity and actual product sales.
Five benefits you’re not getting from your marketing agencies:
Our independent Digital Results Analysis is an entirely bespoke research activity. Here are five benefits you immediately gain:
- Demonstrate tangible results to leadership colleagues. The Analysis provides you with a detailed report illustrating exactly what results your campaign is achieving online, including specific engagement with target individuals like healthcare professionals, advocates, patients, or carers.
- Accurately assess return on investment. The report includes an analysis of financial results from the campaign based on measured goals, including an assessment of where and how the best return on investment has been achieved.
- Bring accountability to the campaign and your agencies. Knowing exactly what is being achieved allows you to hold your agencies accountable for user behaviour, rather than just exposure or ‘clicks’.
- Improve current and future campaigns. We present the report to you and your colleagues, and you can ask the lead research consultant about the findings and the research process so you gain every possible insight. This allows you to apply new insights to your current and future campaigns.
- Increase the knowledge asset within your team. The report identifies which digital and marketing activities are achieving successful outcomes, which are not, and the reasons why. This allows you to continually improve the return on investment achieved through all your marketing activities.
To start enjoying these benefits right now, simply call Daniel Ghinn, Director of Digital Engagement, Healthcare on 0207 812 6474. Or email Daniel at daniel@pharmaceuticalresults.com.
Getting started
To start measuring and improving the results of your digital marketing and communications now, contact:
Daniel Ghinn, Director of Digital Engagement, Healthcare
on 0207 812 6474
or email daniel@pharmaceuticalresults.com
