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Measuring What Matters: Metrics for Digital Enablement Success
Part 3 in the series -- A Roadmap to Digital Enablement for EBP
Apr 21, 2025
In this three-part blog series, we’ve been sharing takeaways from IQVIA’s EBP Master Class webinar, Achieve Digital Excellence Through Connected, Personalized Experiences. Our first blog examined healthcare provider (HCP) engagement preferences and the fundamentals of effective digital enablement. The second blog tackled five questions about audience building.
In this final installment, we tackle another critical question for emerging biopharma (EBP) and precommercial organizations: How do you measure the impact of your digital enablement strategy?
Start with a clear definition of ‘success’
For EBP and precommercial organizations, focus is key. Invest your time and resources in precision metrics that reflect your organization’s specific market entry and growth objectives. That may include tools for gauging your performance against three strategic goals:
- Engaging your target audience. These measures help determine how effectively you are reaching your target HCPs. Are you reaching the right HCPs based on specialty, prescribing behavior, and influence in the market? From there, home in on channel-specific metrics, such as open rates, click-through rates, and dwell time on websites. These can indicate HCP interest and content relevance. As a next step, track how HCPs are engaging across different digital touchpoints. For example, how effectively are your email campaigns driving traffic to webinars or white papers?
- Encouraging incremental behavior shifts. Beyond initial engagement, measuring behavior change is critical. Is your digital strategy persuading HCPs to move toward your brand? Measures of behavioral shifts may include content consumption trends (i.e., are HCPs interacting with disease-state education materials before transitioning to brand-related content?), sequential engagement (i.e., are digital interactions leading to field rep meetings, peer-to-peer discussions, and/or deeper engagement with medical teams?), and referral and peer influence (i.e., are key opinion leaders and digital opinion leaders influencing the conversation and driving awareness among their peers?).
- Converting engagement into action. At the end of the day, the goal of digital enablement is to drive meaningful action. Conversion metrics track this in the form of prescriber uptake, as engaged HCPs move from education to trial and sustained prescribing behavior. From a clinical perspective, indicators can include an uptick in HCPs ordering tests or screening more patients for the condition your product addresses. From a market access standpoint, keep monitoring how payer discussions and formulary positioning are shifting alongside your digital campaigns.
Don’t wait to start measuring performance
Build digital performance tracking into your commercial strategy from the start. Consider crafting a framework of key performance indicators (KPIs) aligning with each phase of your go-to-market plan. For example, before launch, you may choose to focus on measuring awareness, content engagement, and peer-to-peer influence. In the launch phase, it may be most beneficial to track HCP activation, engagement with sales teams, and prescribing intent. After launch, you can invest assessments of adoption trends, competitive positioning, and brand advocacy.
Even as you rely on your framework, keep refining your digital engagement strategy based on what the metrics reveal. When working with limited resources, it’s even more important to adjust your budget allocation based on real-time engagement and ROI insights. Use A/B testing to confirm your most effective content and channels. At the same time, stay open minded as new data emerges on HCP behaviors, market dynamics, and even patient insights. By analyzing search trends, patient forum discussions, and social media sentiment, you may uncover important nuggets about disease awareness and treatment adoption.
Three principles for a measurement-driven culture
Above all, build an organizational culture that welcomes metrics-driven insights—and has the agility to respond swiftly and effectively as challenges and opportunities emerge. When building such a culture, consider adopting three principles:
- Learning > perfection. By nature, digital engagement is highly iterative. Unlike traditional media, you never “put it to bed.” So, don’t wait to craft what you believe to be a perfect strategy. Instead, create a “good enough” strategy—and then tap into data to keep finetuning over time.
- Find tools that scale. You may be able to rely on in-house analytics tools to support your KPI framework. Or you may opt to partner with digital measurement providers. Either way, ensure you have the right infrastructure to capture and analyze engagement trends at scale.
- KPIs: Refresh and repeat. Market conditions are complex and highly dynamic; your measurement approach needs to keep pace. At a minimum, conduct quarterly reviews of your KPIs to ensure that your teams stay aligned with commercial objectives.
Power your digital enablement journey
As we wrap up this three-part blog series, the critical takeaways are clear:
- Understand your audience and tailor engagement strategies accordingly.
- Give your audience the right content via the right channel at the right time—using data to continuously refine tactics.
- Measure performance to keep optimizing the impact of your digital investments.
Achieve Digital Excellence Through Connected, Personalized Experiences
For more details on digital enablement for EBPs, join this webinar as IQVIA’s experts discuss the latest digital trends shaping the emerging biopharma landscape. Discover strategies and key components to effectively differentiate your brand and product through personalized tactics.