1.Did you conduct a Message Affinity Study in the past? tooltip
2.Your campaign's duration tooltip
Start date

End date

3.Campaign's impression and click count to derive CTR tooltip
Impressions

Clicks

% CTR
4.HCP reach count against the frequency range given below tooltip
1-3 freq.
4-6 freq.
7-9 freq.
10-12 freq.
12+ freq.
5.Average ad view time tooltip
time icon
6.Impression count against the platforms where ad was served tooltip
Platform Name
Impression

semi semi2 semi1

Your Campaign's
I2P Score

Understanding your I2P score

Intent-to-Prescribe (I2P) is the probability score that shows if targeted HCPs from a digital campaign have the intent to prescribe that product. It's a metric that factors in digital marketing standards like impression counts, CTR, view time, etc. with pharma specific metrics like HCP Perception Lift (BLS), and HCP channel potential (Point-of-Care, Endemic, or General) that define how close that HCP is to the prescribing moment.

Poor

A poor I2P score
(1% - 25%) indicates your campaign needs immediate intervention and course correction to make your campaign effective for your objective.

Fair

A fair I2P score
(25% - 50%) indicates your campaign has scope for further optimization and make it more effective than it is currently.

Good

A good I2P score
(50% - 75%) indicates your campaign is performing at par with most other campaigns and you can expect a good RoI as per your spends and efforts

Excellent

An excellent I2P score
(75% - 100%) indicates that you are doing everything right for your campaign! You've won at HCP marketing, so please take a much well-deserved rest!

This metric calculates the effectiveness of any HCP campaign and provides advertisers with a tangible, transparent metric that they can optimize to improve their campaign outcomes.