Mojo Insights: IntelliScore and Segmentation
Most segmentation is built to serve the field force. However, we’ve found that the most effective segmentation considers personal and non-personal channels. Using IntelliScore, Mojo identifies and prioritizes a wide range of targets based upon both past sales and MCM engagement.
The results of IntelliScore speak for themselves. For one brand, IntelliScore whitespace targets had a 3x higher TRx and 285% higher email open rate than targets not identified through IntelliScore. This resulted in a 285% lower cost/target for email engagement.
Mojo Insights: Paid Search
Mojo consolidates all your brand’s media agency reporting into a single view. Then, we document and measure the conversion goal for each type of media, and device, to optimize your media spend based on the results each delivers. We analyze metrics like duration and scrolling to determine a conversion cost, which in turn informs which tactics to increase, decrease or eliminate.
Conversion goals are tracked over time. With effective tagging, we can begin to evaluate content consumption as targets contribute insights toward their customer journey profile. The end goal of paid search is to drive quality traffic to your website and gain key insights about a customer’s informational needs.
Mojo Insights: A/B Email Testing
A/B Subject Line Results
Through A/B testing, we’ve helped clients achieve up to a 24% higher response rate when using a patient’s name in a subject line. However, not all A/B tests are created equal. When performing A/B testing, it’s crucial to choose subject lines that are significantly different in content and/or style: patient name vs. access, efficacy vs. safety, or question vs. non-question, and more. Mojo also implements year-over-year learnings that drive deeper insights as our strategic partnership develops. For the brand who achieved a 24% higher open rate using patient names, for instance, adding the indication or simple disease description in a subject line also increased engagement, which continued into the following year.
Mojo Insights: Predictive Modeling and Optimizing ROI
We recommended using predictive modeling at the channel and target level, and helped the client implement data-driven channel planning for this brand acceleration program. We redirected approximately 45% of our client’s budget spend to break-even or higher ROI target segments and channels, which predicted a 50% increase in revenue when compared with the brand’s original plan.
Mojo Insights: Expected Total Target Engagement
Mojo Insights: Channel, Vendor and Segment Forecasting
Mojo used predictive analytics to help one brand forecast ROI by vendor and target segment, and target coverage and customer experience by channel. This forecast provided crucial guidance on overall spend per target, projected sales lift, current channel mix and key areas for touchpoint adjustments due to seasonality and new launches.
Mojo Insights: Identifying Best-Performing Pockets
Mojo reviews ROI at the segment and sub-campaign level to derive powerful learnings. For one mature brand, this granular approach showed that while the core campaign cost per target delivered 2.31:1 ROI, the “earn-in” sub-campaign ROI was 6.76:1. These calculations helped our client to better understand the true impact of the campaign, which delivered 3.98:1 ROI overall.
For another brand, we analyzed existing tactics and segments to identify high-performing areas. Its overall campaign ROI was 1.47:1, but through this deeper review we found that rep-initiated tactics had the lowest return, at 0.82:1. To increase ROI, we recommended that the client replace a purely rep-driven approach with business rules that aligned to brand goals.
Mojo Insights: Measuring Vendor Results
Many brands prefer risk-reward contracts, as they minimize up-front investment and only require fees to be paid if a vendor increases sales. However, before entering these arrangements it is crucial for both parties to align on how to measure sales lift.When one brand received a large, unexpected invoice from a vendor under a risk-reward contract, it enlisted Mojo to validate the vendor’s results. We found that according to the contract terms, a low sales month was used as a benchmark, which increased the appearance of sales lift. Although there were multiple segments in its campaign, the vendor only sought compensation for the few segments in which sales increased.
Mojo recommended that the client and vendor align on a consistent methodology for measuring sales lift: comparing the test and control group’s sales for the same month, and accounting for results across all segments. With Mojo’s help, the client reduced the vendor’s contract by 81% (saving about $2.6 million in cumulative costs). The vendor gained a methodology that helped it reach a reasonable solution and establish consistency with its client moving forward.
Mojo Insights: Vendor KPIs
We believed one brand’s HCP social media platform was using a different method to calculate content views: the number of targets who viewed the content divided by the number of targets who viewed a headline. Mojo takes a more conservative approach, dividing by the total number of targets. After noticing this discrepancy, we confirmed our assumption and updated the KPI benchmarks to ensure consistent measurement.
Through our work measuring 50+ vendors and agencies, we’ve noticed that several MCM vendors forecast engagement based on a small subsection of target engagement. Mojo advocates exact engagement measurement across all test targets, as inconsistencies that likely exist across targets can lead to extreme variability—making reliable point estimates for forecasts challenging at best.