New PharmaForceIQ Platform Wields Measurement for Real-Time Campaign Optimization
Pharma marketers can use Optichannel 360 to answer campaign questions with measurement data.
In pharma media, campaign metrics represent a gold mine of insights that often can’t be put into action until the next campaign, due to disjointed measurement systems and delays in data accumulation. A new platform is aiming to upend that paradigm by allowing pharma marketers to apply learnings from measurement to ongoing campaigns in a fast-moving feedback loop.
PharmaForceIQ unveiled Optichannel 360 this week, touting in particular the “measurement answer-to-action workflow” built into the AI-powered marketing platform.
Within the software, brand teams are able to analyze traceable, NPI-level campaign data, then use those analyses to tweak that campaign’s execution in both field and digital channels.
“Pharma leaders do not need another dashboard or isolated AI assistant that answers from one commercial silo. They need a connected way to understand what changed, why it changed, and what action should follow,” Hemal Somaiya, PharmaForceIQ’s chief executive and strategy officer, said in the company announcement.
“We built Optichannel 360 to deliver a unified campaign and turn measurement from a retrospective post-mortem into a real-time learning loop across field and digital execution,” Somaiya continued.
The platform’s rollout will begin with PharmaForceIQ’s existing clients, according to the release.
solli’s Final Thoughts
Measurement is a key piece of the pharma media puzzle, but campaign metrics are only truly valuable if they’re easily accessible and meaningfully actionable.
Historically, modeling data has been slow-moving and backward-looking. Even now, as metrics move closer to real-time, they can still be difficult to access in time to affect a current campaign thanks to fragmentation across channels and data providers.
Tools that bring marketers closer to the elusive goal of real-time actionable insights, then, could potentially have a major impact on the efficacy of a campaign’s targeting strategies, channel choice and more, by allowing for constant updates throughout its lifespan.
