Over the years of working in the pharmaceutical space in marketing, market research, and now PR, I have come to realize that the ‘M word’ (Measurement) does not inspire enthusiasm among the marketing, sales and PR community. There is always that feeling of dread while preparing your end of campaign report. Having worked on the client side of the business, I understand the need to defend your baby (that brilliant PR/marketing campaign you created). However, as a former boss at a major pharma company liked to say,“If you can’t measure it then it probably didn’t happen.”
Measuring impact can be tricky sometimes, but with new technology and cool tools there is much that we can do – so always be sure to measure something!
Here are a few handy tips I’ve learned over the years:
Campaign measurement has become more crucial than ever before, especially in the pharmaceutical space. At the same time, marketing and communications budgets are becoming tighter, so help your client team justify their budgets. Measurement provides evidence that our initiatives are aligned with business objectives and achieve concrete goals for engagement. Cultivating the right temperament for measurement is imperative. It should not be misused to place blame but as a compass to point the direction in which a company or brand is heading and the milestones achieved in its journey.