How do I analyze the performance of my campaigns and affordability programs?

To analyze the performance of your campaigns on the Doceree platform, you utilize the Measure section, of the Marketing Platform, which provides detailed analytical data across different messaging types, sub-campaigns, and even AI-powered interactions.

1. Analyzing Campaigns in the Marketing Platform

The primary way to review performance for standard ad campaigns (Display, Content, NEXT, etc.) is through the Marketing Platform’s Measure section.

• Access: From your Brand Dashboard, click the Measure tile and select the Analytics option.

Analytics Page

• Filtering Methods: You can find and review information in two ways:
  • By Messaging Type: Select Display, Other Channels, Content, or NEXT from the Message Type drop-down to see aggregated data for that specific category.

Message Type Selector Options

• By Specific Campaign: Use the Campaign and Sub-Campaign selectors to zero in on a particular initiative for more granular review.

Campaign and Sub-Campaign Selectors

• Key Analytical Tabs: The analytical tabs displayed in the Measure section of the Marketing Platform are dynamic; they vary based on the Message Type selected (Display, Other Channels, Content, or NEXT) and whether the campaign targets an Audience (HCPs) or Accounts (ABM).

Tabs for Display Messaging

When Display is selected, the platform provides insights into POC, Premium Programmatic, and ABM campaigns through several specific tabs:

• Executive Summary: This tab provides an aggregated view via two sub-tabs. The Audience sub-tab (for HCP targeting) includes metrics like Media Spend, Impressions, Clicks, Unique Reach, and CTR, with sections for Multimetric Trendlines, Platform Categories, and HCP Specialization. The Account sub-tab (for ABM) replaces Unique Reach with Account Reach and includes an Account List table.

Executive Summary Tab: Audience Sub-Tab

Executive Summary Tab: Account Sub-tab

• Audience Engagement: Visible only for audience-targeted campaigns, this tab analyzes the Engagement Funnel, Time of Engagement (heat map), Device and Browser Performance, Dimension Breakdown, and Frequency of ad views.

Audience Engagement Tab

• Account Engagement: Available only for account-targeted campaigns, it tracks similar metrics to Audience Engagement but focuses on how targeted domains interact with the brand.

Account Engagement Tab

• Prescription: This tab provides clinical data including NRx (New Prescriptions), TRx (Total Prescriptions), and counts of Exposed vs. New Prescribers. It breaks these down by specialization, location, and platform type.

Prescription Tab

• Account Lift: For ABM campaigns, this tab measures the impact on landing page traffic by comparing Pre-Campaign and Post-Campaign Visits, highlighting the top 10 accounts showing the most "lift".

Account Lift Tab

Tabs for Other Channels (Email)

Selecting Other Channels focuses on email-specific performance metrics:

• Executive Summary: Displays an Email Lifecycle Trendline and metrics such as Email Sent, Open, Delivered, Bounce Rate, and Unsubscribe Rate.

Executive Summary Tab

• Audience Engagement: Tracks the email engagement funnel, delivery times, and the devices/browsers used to view the messages.

Audience Engagement Tab

Tabs for Content Marketing Campaigns

For Content campaigns, the platform tracks how users interact with published articles:

• Executive Summary: Includes standard media metrics plus Content Views and Publication Count, with a section for Top Performing Articles.

Executive Summary Tab

• Audience Engagement: Tracks how the target audience engages with the content, including device types and viewing frequency.

Audience Engagement Tab

• Content Engagement: Provides a Published Articles List (URLs and views), publication counts by platform category, and a breakdown of the visitor's operating systems.

Content Engagement Tab

Tabs for NEXT Sequences

For automated NEXT journeys, the tabs focus on the multi-channel HCP experience:

• Executive Summary: Combines display and email metrics (e.g., Media CPM and Email Open Rate) to show total sequence performance.

Executive Summary Tab

• Audience Engagement: Features a User Journey chart representing HCP flow through the sequence phases and a breakdown of the various Channel Types utilized.

Audience Engagement Tab

Tabs for Specific Sub-campaign Selection

When a user drills down into a specific sub-campaign using the selectors, additional performance tabs appear:

• Creative Performance: Analyzes which specific ad assets are most effective through Top Performing Ads, Ad Snapshots, and a Creative Lifestyle graph.

Creative Performance Tab

• Pacing: Monitors campaign health by comparing Actual vs. Expected Spend Over Time and tracking remaining budget and days.

Pacing Tab

• Engagement Metrics: Adds SOM (Share of Market) and SOV (Share of Voice) to the engagement tabs to compare brand visibility against competitors.

Global Analytics Tools

Regardless of the selected tab, users can use the Flyout Menu to filter data by custom Date Ranges, toggle between graphic and Tabular formats, and Export reports as PDF or Excel files. Additionally, the Real-time Recommendations section provides AI-driven Dynamic Recommendations for immediate campaign optimization and an Audience Quality Score (AQS) to evaluate the prescribing potential of the target group.

Real-time Recommendations Section

AI-Powered Insights and Reporting Tools

• Dynamic Recommendations: For live campaigns, the system provides real-time business suggestions. You can click "Optimize" on a recommendation to be navigated directly to the relevant sub-campaign to take action.

Real-time Recommendations Section

• Audience Quality Score (AQS): Reviews your audience list to identify high-quality, loyal prescribers (score 75+) versus potential or low-quality NPIs.

Audience Quality Score Sub-section

• Flyout Menu & Exporting: Use the expandable Flyout Menu (top right) to specify Date Ranges or toggle to a Table view for any graphic. You can Export any analytical view as a PDF or Excel report.

2. Analyzing Market Access Programs

If you are running financial assistance or copay initiatives, analysis is handled within the Market Access module. In the Measure section of the Market Access module, analytical information is organized across three primary tabs: Executive Summary, Audience Engagement, and Coupon Insights.

Analytics Page

While each tab focuses on different aspects of a program and sub-program combination, all three display a common set of Key Metrics Cards at the top: Coupons Distributed (total count via the platform), Unique HCPs (total count of HCPs who distributed coupons), and Spends (total expenditure for the specific program).

Executive Summary Tab

This tab provides a high-level overview of coupon distribution through the following sections:

• Coupon Distribution Trendline: A graph representing the trend of distributed coupons over a specified period.
• Specialization: A graph depicting the specialization-wise bifurcation of all HCPs who have distributed coupons. Users can sort this data by "Distributed" or "Impression".
• Location: A map showing the geographic distribution of HCPs who distributed coupons. A deeper shade on the map indicates a higher concentration of distribution in that state.

Executive Summary Tab

Audience Engagement Tab

This tab focuses on how and when the target audience interacts with the affordability programs:

• Unique HCP Reach Over Time: A graph depicting the count of unique HCPs who distributed or utilized coupons over a specific period.
• Time of Coupon Distribution: A heat map chart displaying the day and hour when coupons were distributed. Deeper shades indicate peak distribution times during the week.
• Platform Category: A chart showing coupon distribution across different platform types, such as Electronic Health Records (EHR), Tele-medicine, and E-Prescribing.
• HCP Frequency of Coupon Distribution: A chart representing the frequency count of HCPs who have distributed coupons.

Audience Engagement Tab

Coupon Insights Tab

This tab provides technical and performance-related data to help optimize future programs:

• View Impact on Coupon Distribution: A comparison graph showing impressions or views served versus the actual counts of coupons distributed or utilized.
• NDC Performance: A graph detailing how specific NDC codes performed during the distribution period.
• Dimension Breakdown: A chart identifying which ad dimensions (e.g., 728x90 Leaderboard, 300x250 Inline Rectangle) performed best.
• Device Performance: A chart depicting the types of devices (Desktop, Mobile, etc.) used by users to view the ad messages.

Coupon Insights Tab

Data Filtering and Exporting

To manage the data shown in these tabs, users can utilize the Flyout Menu to:

• Specify Date Ranges: Use a calendar control to filter all graphs and metrics by start and end dates.
• Toggle Tabular Views: Add a table layer to graphic elements for a more detailed data view.
• Export Reports: Save the analytical information as a downloadable Program Analytics Report in PDF or Excel format.