Case Study: a leading rare disease oncology biopharma company boosts HCP conversions with Axtria's multi-touch attribution solution

a leading rare disease oncology biopharma company lifts conversions 71% with Axtria

A leading rare disease oncology biopharma company was struggling to understand which combination of its marketing touchpoints was driving first prescriptions from healthcare professionals (HCPs). Their existing last-touch attribution models were inadequate for the complex, multi-channel journey, leaving budget decisions to be made on assumptions rather than evidence. They partnered with Axtria to implement a multi-touch attribution solution.

Axtria designed a data-driven Markov chain attribution model to trace each HCP's full promotional sequence and fairly credit every touchpoint. The solution provided actionable insights that directly improved commercial efforts. The model revealed that 71% of conversions were driven by just 6 of 30 channels, identified a 25-touchpoint cap to prevent over-investment, and surfaced 1,779 high-intent HCPs for prioritized outreach. This enabled the customer to concentrate investment, redirect budget efficiently, and accelerate the journey from awareness to prescription.