Our clients are sharp, savvy and systematic. We expect you to have questions — and you can expect us to equip you with the information and insight needed for a confident, informed investment.
Q: How are you different from marketing software providers?
A: Most companies that describe themselves as “marketing technology” are data marts that aggregate data — companies that use technology alone to make data queries and provide activity reporting. Our team understands that data alone doesn’t mean results; that’s why we use our decades of expertise in health care marketing to ask the questions and provide the insights that transform statistics into actionable strategy. As an independent measurement resource, we also set clear KPIs and coordinate the efforts of your existing vendors and teams so that your campaigns are analyzed, measured and optimized every step of the way. Our clients experience significant sales lift, streamlined expenditures, boosted ROI and smarter campaigns year over year.
Q: How are your services contracted?
A: We typically work within a multi-channel campaign lasting 10-12 months. However, we customize each engagement to the client’s unique situation, needs and expectations. Prior to starting our process, we provide our clients with a detailed project scope outlining all deliverables, timelines and costs for our involvement.
Q: Measurement comes at the conclusion of a campaign. Why should I contract you so early?
A: The key to measurement success is early planning. Test and control groups are formulated before a single tactic goes into market, and content goes through numerous reviews and approvals with your medical and legal teams before campaign launch. We also recommend thorough A/B testing to identify which content generates the best response.
Our team also typically plays a role in refining segmentation. Most brand segmentation is created with a focus on what type of individuals sales reps can reach and how often. Multi-channel tactics provide greater depth and breadth — making it crucial to consider how to expand, explode and optimize segmentation for use in multi-channel promotion.
Q: What areas of marketing are you involved in?
A: Although measurement and optimization are important factors in all facets of promotional development, Measurement Mojo also works with clients to optimize and refine marketing strategy.
Here’s some of the work we can help with:
- Exploding segmentation and test/control definition
- Campaign design
- Recommending channel combinations based on brand objectives, market situation and our database of vendor KPIs with accompanying results
- Advising cadence based on best practices we have identified through our measurements
- Defining business rules to include triggers and response tactics
- Tactical concepts
- Reviewing calls to action to ensure inclusion in all tactics
- Proposing approaches for integrating multiple tactics to leverage investment
- Defining KPIs for all tactics in advance of distribution
- Organizing monthly data feeds from channel vendors and client sales data to produce a monthly insights dashboard, which offers suggestions for improving results while in market
- Final campaign analysis and ROI, with outlook for improving ROI in the next campaign
Q: Do you work directly with our agency of record or other channel vendors?
A: Yes. Measurement Mojo establishes consistent performance metrics and clear communication across all a client’s marketing vendors. As an independent resource for campaign measurement and optimization, we collaborate closely with your marketing partners. Our monthly insight dashboards are typically shared with your marketing vendors and agencies so that they can respond quickly to ineffective tactics and implement recommended best practices.
Q: Do you engage with the business intelligence team at my company?
A: Absolutely. Think of our experts as an extension of your in-house BI team. Over the years, we’ve discovered that most BI teams are extremely busy and lack the time and resources to conduct additional marketing analyses. We provide a deeper level of analysis, a clear KPI structure and a single point of communication among your vendors.
Q: This sounds really complex. Will this mean more work for me?
A: Not necessarily. Many moving parts in campaigns are generally targeted to customers. However, we simplify campaign development and communicate directly with vendors so they are aware of which targets are in the control group. We also ensure all vendors have input and clarity around the KPIs that are defined for their tactics. More accountability from all involved makes for a streamlined workflow — and better results.
Q: Do you use our actual sales data?
A: Yes, we access your sales data through a Third Party Agreement (TPA). We have worked with all major sales data providers in the past.