Medscape Global Introduces ‘Medscape Outcomes’

Medscape Global, Medscape’s international-focused division, has launched ‘Medscape Outcomes,’ a new initiative aimed at guaranteeing behavioural outcomes from advertising campaigns in addition to its existing engagement guarantees. This is being rolled out across both the pure-play advertising campaign and the pharma-led educational campaigns within Medical Affairs.

The Medscape Outcomes initiative features a performance-based agreement where Medscape commits to achieving a pre-determined percentage change against key performance indicators (KPIs) focused on behavioural shifts among healthcare professionals (HCPs). This commitment is intended to push further to ensuring global & local ex-US marketing efforts lead to measurable changes in prescription habits and treatment choices.

The Medscape Outcomes model includes performance metrics and environmental assessments to understand digital behaviors and content performance by country, specialty, and other key metrics.

Mike Brandreth, SVP of Global Commercial & Medical Affairs, emphasized the importance of confidence in the return on investment for omnichannel solutions in pharma. He stated, “With Medscape’s 30 years of experience in delivering effective campaigns for the pharmaceutical industry, we gain invaluable insights into what works. This experience brings a new level of partnership and assurance in our investments.”

Medscape Global shared an example of ‘Medscape Outcomes’, showcasing an MS therapy area campaign that...