Case Study: Leading Pharma Company achieves higher HCP engagement and prescription growth with Veeva Systems

Understand the Effectiveness of your HCP Digital Marketing Campaigns

Leading Pharma Company wanted to understand how its HCP media was driving digital engagement and influencing priority healthcare professionals to prescribe more, especially across its non-personal promotion universe and field rep call lists. The company used Veeva Systems’ Veeva Crossix solution to assess whether display media and other tactics were bringing the right HCPs to its website and whether those visitors were treating qualified patients.

Using Veeva Systems’ Veeva Crossix, the brand identified which channels drove the most valuable traffic, validated audience quality, and measured prescription impact. Display media delivered the largest share of NPP universe and primary list HCPs, and those visitors wrote 2,677 prescriptions at a 0.10% rate versus 2,178 at 0.07% from paid search. HCPs reached via display also had 31,142 qualified patients with a 2.9x audience quality index, confirming the brand’s investment strategy.