ABSTRACT
This chapter enumerates a series of steps a designer of consumer relationship marketing (CRM) or professional relationship marketing (PRM) programs should consider to insure that this program can be measured and continually optimized. The leading data vendors have also begun storing some of the insurance copay information as part of the retail panel data. The chapter illustrates the basic approach to a pro-forma analysis. Presume that the primary objective of the program is to convert new patients to therapy, with no expected lift in adherence within the first campaign. In turn, each business objective carries with it hypotheses for testing, and specific metrics for confirming or altering those hypotheses. The metrics may come from consumer market research, secondary Rx audit data, or behavioral transactions. The product consumer marketing team running the CRM program wants to understand which banner has the most impact.
