What agencies regard as gospel from analytics platforms like Google Analytics and Crossix and use to justify investment or kill incremental hopes and dreams can in reality leave millions of dollars in measurable lifetime patient value on the table. The emphasis on third-party measurement for pharma and healthcare media often lacks something I wish we’d see a return to in short order—common sense. Digital metrics can give us an important glimpse into whether a program is directionally on track, but it should be seen as a single data point taken in a larger context, part of a more complex story to be told.
Discover more about how we measure impact at PM360.com
