Ashutosh Inamdar, Senior GM at Lupin says, "digital has become an integral part of business strategy and KPIs for measuring its effectiveness have evolved over a period of time. While Pharma marketing activities have started leveraging digital, it is important to redefine RoI where we include softer aspects like Net Promoter Score, user adoption, etc., and also consider the right time frame to evaluate the impact of digital strategies. In addition, we must design well-defined KPIs which are measurable, relevant, and linked to the strategic objective, measured at an ideal frequency to derive insights & finally focused on customer/user experience for driving effectiveness."
First published in MedicinMan on 2nd December 2022