BioPharm Communications | Top Pharma Analytics Solutions Company 2022
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BioPharm Communications
Combining Multi-Channel Marketing with Personalized Analytics

BioPharm Communications: Combining Multi-Channel Marketing with Personalized Analytics

Steven Carickhoff, President, BioPharm CommunicationsSteven Carickhoff, President
Pharmaceutical marketing strategies are predominantly driven by the ideology that analytics measures outcomes. Most organizations place limited emphasis on deep, upfront analytics, overlooking its applications and potential impact on marketing and execution strategy. Companies often invest in behavioral segmentation, which gives basic categories such as prescribing decile or patient volume. Some invest in attitudinal segmentation, applying learnings from a small subset of healthcare providers (HCPs) and projecting it across a broad spectrum of targets. This approach can fail to produce the desired results because businesses forget to identify and address the varying needs of individual physicians. However, understanding the individual need is a critical ‘missing link’ needed most in pharma marketing strategy.

Enter BioPharm Communications, an agency providing innovative, data-driven marketing strategies anchored on deep audience intelligence that help pharma and biotech businesses communicate the value of life-changing therapies to improve patient care. It aims to bring deep analytical HCP insights to the front end of marketing and reinvent the marketing approaches of its clients through its services.

“We focus on embedding analytics at every phase of the marketing process. We start with understanding the unique needs of both the brand and HCP. Once they are well understood, we provide additive data to support audience identification, advanced segmentation, and a deeper understanding of the HCP to help inform the communication strategy and appropriate spend. Throughout the course of any marketing effort, we are continuously learning and optimizing based on the data we receive. We do all of this with the end goal of delivering a greater impact,” says Steven Carickhoff, President of BioPharm Communications. Backed by this approach, the company predictively models efficient marketing strategies that save pharma businesses time and resources.

BioPharm Communications’ comprehensive analytics toolkit evaluates vital attributes like promotional value index, impact score, affiliation, and channel indexing to accurately measure the potential impact of marketing investments.

Promotional value indexing helps pharma companies identify appropriate spending levels against each tier of practitioners based on a variety of criteria. The impact score helps define the intent of each marketing tactic, the desired result, and the potential impact it can have on behavior change. Another critical tool, channel indexing, analyzes the channels utilized against each individual HCP, like direct mail, email, social, and print. This helps assess the appropriate marketing mix by evaluating the number of times HCPs are targeted within a specific channel. This is significant since it is difficult to have an impact if the asset never reaches the physician due to the oversaturation of the email index or some other channel. As an antidote to this, BioPharm Communications allows its clients to target their audiences through multiple channels, enabling them to spread a wider net to attract consumers.

  • We focus on embedding analytics at every phase of the marketing process, from audience identification, segmentation, and human element layering, to the back end, all while measuring and extracting crucial data-driven insights effectively


In a recent client collaboration to help understand the importance of channel mix, BioPharm Communications conducted a regression analysis, demonstrating how adding one additional channel based on HCP insights had the same impact as sending more than 40 additional emails. By using analytics at the start of the campaign to inform strategy and design, the client avoided uneconomical usage of marketing resources while generating the desired result and ROI. Similarly, BioPharm Communications helped another client curate marketing strategies for an older product by incorporating a new delivery system. This customer was trying to penetrate the long-term care space and needed help understanding market opportunities, appropriate investment spending, and best-suited channels to create an effective, measurable, and sustained omnichannel plan. To help this client, BioPharm Communications leveraged its promotional value indexing (PVI) to assess six different data elements and the value of each physician for the brand, enhancing the identification of marketing expenditure based on return.

In the end, BioPharm Communications curated plans that used multiple marketing channels and bits of the dynamic content for each physician within the client’s target audience. The data was also integrated with the back end for an ROI measurement, which predicted significant growth of the client’s new-to-brand prescriptions (NBRx) within four months.

This success story showcases BioPharm Communications’ competency in converting data into actionable insights that drive impactful omnichannel execution strategies for marketers, pharma brands, and end customers.

BioPharm Communications News

Centering Sustainability and Environmental Impact in the Supply Chain

Chris Spivey, editorial director for Pharmaceutical Technology and BioPharm Communications International, spoke with Concetto Andrea Rizza, Marketing and Communications manager, ICE Pharma, on sustainability and ICE’s green approach at CPhI Barcelona 2023.
Chris Spivey, editorial director for Pharmaceutical Technology and Biopharm International, spoke with Concetto Andrea Rizza, Marketing and Communications manager, ICE Pharma, on the show floor at CPhI Barcelona 2023. Founded more than 70 years ago, ICE Pharma has a network of manufacturing facilities and subsidiaries in North and South America, Europe, Asia, and Oceania. They are a key supplier to the pharmaceutical industry for active pharmaceutical ingredients (APIs) including Ursodeoxycholic acid (UDCA) and Inosine Pranobex. They also supply excipients, cell culture media for diagnostics, GMP intermediates and research chemicals. One of their key differentiators is their commitment to sustainable and environmentally friendly practices, extending beyond into workforce recruitment and partner development activities. They recently published a sustainability report , and their booth at CPhI attracted a lot of attention for embodying their green approach, which is evidenced in this video discussion.
For several years, Ice Pharma have tracked their greenhouse emissions and have taken steps to reduce their impact, including the installation of highly efficient modern technologies, continuous improvement initiatives, and material investments. While they aim to drive product innovation, to develop new drugs, and to address unmet medical needs in biliary acid research and innovation, they simultaneously seek to become less reliant on animal by-products, and to reduce chemicals and energy resources in production.
ICE Pharma has made a commitment of at least 50% of their R&D investments to initiatives that drive product continuity and sustainability each year, including alternative ingredients and processes with a lower environmental impact. To do this, they must engage a minimum of two customers per research initiative by addressing product sustainability, and introduce one new molecule as a lead candidate for pre-clinical studies every two years. Further, they seek to ensure that suppliers constituting 80% of their spend on bile and other materials are covered by a Responsible Supply Chain Management program, by 2027. The CPhI booth is a living embodiment of these goals as it is constructed from post-consumer recycled materials and will be stored and re-deployed at future conferences, saving these materials from the typical landfill fate.

Top 10 Pharma Analytics Solutions Companies - 2022

Company
BioPharm Communications

Management
Steven Carickhoff, President

Description
BioPharm Communications specializes in the development and multi-channel deployment of proprietary marketing programs. The programs are designed to address specific healthcare marketing opportunities and help brand teams tackle market challenges across a range of audiences.