Problem

A pharmaceutical manufacturer launched a new DTC communications initiative and wanted to track advertising effectiveness among target consumers and its related impact as reported by physicians.

Approach

A quantitative benchmark and follow-up continuous tracking of more than 3,000 target consumer sufferers and more than 600 specialty physicians was undertaken to measure impact.

Learning

As a result of this research and analysis, our client stated: “Directive Analytics gave us the insight and findings to understand how our advertising was performing against key metrics, and helped identify ways to modify the advertising to improve impact.