Underscore Launches 'Next Gen' Pharma Analytics Suite

In New York, pharma data company Underscore Marketing has launched the Pinnacle Planning Suite, which it says will help marketers in the sector 'turn disconnected data assets into customer-centric marketing insights that drive revenue growth'.

Underscore says many firms in the sector have improved their data aggregation capabilities in recent years but still 'struggle to translate this into effective marketing decisions that impact revenue growth'. PINNACLE pulls data from media, customer interactions, field operations and prescriptions (Rx), into a unified analytics platform tapping custom AI and machine learning models to answer specific questions that drive customer value and brand impact.

These include how much promotional investment is needed to transition healthcare professionals (HCPs) from their initial trial stage to becoming loyal prescribers; the effectiveness or otherwise of digital-only media approaches in boosting prescription rates; what microsegments to target and how; how to vary and deliver messages to resonate with individual customers; and how to optimise the channel mix to yield the highest incremental outcomes?

The suite offers a combination of standard and customized insights, in real time, delivered via dashboard giving full transparency into performance metrics. It also incorporates predictive modeling capabilities that correlate promotional investments with sales outcomes, providing 'a clear pathway to maximizing ROI'.

EVP and MD Chris Tuleya (pictured) comments: 'As an agency in the pharma space, we've seen our clients continue to struggle with questions on media budget, where to invest, and how to test new opportunities without risk. While no solution provides a crystal ball, many stop at aggregating data and using it to optimize towards lower CPMs and higher clicks. Our aim with PINNACLE was to design a solution customized to pharma that meets those baseline needs, but also supports strategic decision-making over time. The more data that the engine injects, the more it can be used to guide budget decisions, and optimal omnichannel strategies that maximize sales'.

Web site: www.underscoremarketing.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.