Where Social Meets Scripts: How Social and Programmatic Drive Stronger Results
By: Shannon Toal, IQVIA Digital and Michael Saffert, CMI Media Group
For years, investment in social media has been viewed as a valuable component of the HCP media mix but its impact and connection to other channels has often proved difficult to quantify. While marketers have long believed in its influence, proving its true impact on prescribing behavior has remained elusive. Today, that’s starting to change.
By connecting deterministic HCP audiences with prescribing-level data and real-time behavioral signals, marketers can move beyond assumptions and finally understand how social media investment contributes across the full journey, from initial exposure all the way through to the actions that help to improve patient outcomes.
In this discussion, Michael Saffert of CMI Media Group shared with Shannon Toal of IQVIA Digital, how enhanced measurement is reshaping the role of social, enabling more precise planning and more confident investment decisions, as well as providing a clearer view of how integrated channels work together to drive results for brands.
Key Takeaways
Moving from correlation to causation: Linking social exposure to prescribing behavior provides a more complete, defensible view of impact and allows agencies and brands to move beyond proxy metrics and towards planning and optimizing with real-world outcomes data.
Social as a proven driver of action, not just awareness: With validated prescribing data within your arsenal, social media can now be positioned as an active contributor to behavior change within your orchestrated omnichannel strategy.
Integration unlocks incremental value: When social and programmatic are planned together using both shared audiences and consistent messaging, marketers can optimize across channels for greater collective impact, not siloed performance.
Interview
A. Being able to show more than a hypothesized correlation between performance metrics and actual scripts written helps us paint a more complete picture of how multiple touchpoints across different channels work together to drive results.
Q. Knowing this, how can CMI Media Group now more deliberately plan social and programmatic in concert, using this overlap as a lever for enhanced impact (as opposed to brands that may have previous managing the channels in isolation)?
