Create a story using PPT addressing the following business questions and suggesting recommendations.

INSTRUCTIONS TO CANDIDATES

ANSWER ALL QUESTIONS

CASE STUDY

Background:

Our company has a novel Product 1 in a highly competitive and mature market. To maximize our returns and for the drug to reach its potential, we need to target the right set of customers. This can be achieved through calls (F2F, virtual) and non-personal interactions (email, display etc.) with our customers(doctors). The target specialty for our customers is ‘DE’.

The dataset consists of the following extracts:

1.     Email Data – contains data of all emails sent by our company to the doctors

2.     Display data

3.     Customer Profiles:

o   Target Tier: A, B, C, D with A being most valuable and then in descending order of value of customer from a revenue POV

o   Segment: 

§  D1-D4 (for Specialty DE) with D1 being most likely to prescribe our product and in descending order of likeliness

§  R1-R4 (for Specialty RH) with R1 being most likely to prescribe our product and in descending order of likeliness

o   Calls/Month indicates the number of times our sales representative will interact with the doctor to promote our product

4.     Sales Data: Sales records by doctors and by our company Product 1 and competitor Products (Products 2-5)

Questions:

Create a story using PPT addressing the following business questions and suggesting recommendations. Support them with data and incorporate suitable assumptions wherever necessary.

1.     How is the overall promotional reach and does it vary by channel?

2.     Does the engagement vary by Target Tier and Segment? (Engagement Rate - Emails = #emails opened ÷ #emails sent; Engagement Rate – Display = Clicks/Impressions)

3.     Does the engagement vary by email themes and do any Target tiers show higher engagement for any theme? What can be done to increase engagement rate among our audience?

4.     Our internal marketing team wants to identify doctors who are loyal to our brand. How can this group be ascertained? Use some advanced statistical modelling/techniques.

5.     During the initial COVID period (Mar’20-Jun’20), our sales reps were unable to make calls to our customers as frequently as before. The field team wants to know the impact of this on the sales of our product. Support the team with your findings.

 

 

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