ABSTRACT
This chapter describes the measuring healthcare relationship marketing (RM), and then proceeds to itemize in detail the measurement of each phase of the campaign based on the patient journey, and the healthcare professional (HCP) journey. The standard practice has become a partnership with a Health Insurance Portability and Accountability Act (HIPAA)-compliant data provider of other pharmaceutical claims data. For PRM, impact on awareness can be measured in much the same way as discussed for consumers in the section "Measuring Improvement in Awareness". Awareness, Trial, and Usage (ATU) market research tracking studies are often fielded to gauge physicians' opinions of pharmaceutical products and the sales forces of healthcare companies. Professional relationship marketing (PRM) value is measured across channels and by segment. The ultimate goal is not to measure PRM value in isolation. The measurement can be made by segment for additional perspective.
