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Qualitative KPI
StoryCLM helps marketers in real-time mode to see how the perception of the brand is changing by the target audience during communication campaign implementation. Here quick reaction is possible. Marketer sees the reaction on his approach from the target audience and then makes adjustments to the content.
Implementation sample
Problem: doctors use insufficient drug doses, and as a result, they do not see an optimal effect and perceive the brand as ‘not effective’.
01
Form qualitative KPI
Generate the brand’s perception as ‘optimally efficient’ for patients Y due to administration of correct dosage of 1500 mg as a minimum dosage to achieve therapeutic effect by the 6th promotional cycle visit.02
Understand the current status
19% of the target audience use incorrect dosage of the brand, 41% — correct.Zoom
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03
Provide with the information
The formation of 3 branches providing the information. Three different levels of communication, depending on the situation in medical practice of a doctor.If dosage
is below 1400
is below 1400
Providing information about new standards of the therapy of patients Y with the use of 2000 mg.
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If dosage
is below 1900
is below 1900
Providing information about new standards of the therapy of patients Y with the use of 2000 mg.
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If the dosage is equal to
2000 and above
2000 and above
Confirmation of the correctness of the chosen dosage for this type of patient.
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04
Monitor the result
Our team analyzed the targeted audience choice.Zoom
05
Introduce changes
KPI 1. Form the brand perception as ‘optimally efficient’. Regular content update based on the result monitoring.