Upcoming Webinars

The goal of the PMSA Virtual University is to establish a venue for discussion & collaboration on best practices in analytics, marketing and sales operations.

Members & Account Holders: Click here to access the archived presentations from past webinar sessions.

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Wednesday, June 26   |   12:00 PM ET

Using Closed-Loop Measurement to Take your DTC Marketing to the Next Level

Presenter: Greg Fry, Patient and Consumer Marketing Analytics, ZS Associates

Pharma spends nearly $4 billion a year on direct-to-consumer (DTC) advertising with no signs of slowing down. Yet, many pharma companies still struggle to analyze and optimize linear TV and digital marketing because they don’t know which components most effectively drive patient behavior and impact sales. By linking TV and digital ad exposure to health data in a privacy-safe way, clients can customize metrics to measure real world health actions and ultimately ROI.

In this webinar, we will demonstrate closed-loop measurement success through a client’s experience analyzing a specific TV campaign’s reach to a qualified audience and the campaign’s success in prompting action (for example: visiting a doctor, scheduling a screening, getting a script for the brand, etc.). Attendees will learn from this real-world example how closed-loop measurement provides best practices for directly measuring an advertisement’s impact on the patient journey and collaborating with creative and media agencies.

Register now!

Presenter Bios

Greg Fry has 13 years of marketing experience across the pharmaceutical and technology industries, on both the client and agency side. He leverages data to optimize his clients’ media investments and demonstrate business impact. Prior to joining the ZS Patient and Consumer Health team, Greg was the VP of Strategy and Analytics at Digitas Health and spent several years at IBM in digital marketing and analytics roles.