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Measurement Research Part One

Throughout 2019 Vanessa Burrow and Stephanie Hall from the Uptake Strategies team explored ‘Measuring What Matters’ in pharma and biotech.

Working with multiple brand teams across a variety of pharma and biotech companies on brand planning and marketing capability projects, one of the most frequently cited ‘challenge areas’ is measurement, metrics and KPIs.

There is a clear disconnect between accepted marketing measurement theory and the definition and use of KPIs and metrics in practice. Part one of our latest industry research on ‘Measuring What Matters in Pharma and Biotech’ tackles this by focusing on how to create the right KPIs for your brand, launch and portfolio. From our recent audit of 10 brand plans across 10 different pharma and biotech companies from 2015 – 2018, we found only 4 out of the 10 brand plans contained KPIs and only 1 of these brand plans contained KPIs with a clear timeline.

If you would like to read our in-depth analysis of our measurement research, please see below.