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The Physician Value Index
A Framework for Measuring Pharmaceutical Marketing Performance

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A conversation with Mark Goldstone and Venkat Gullapalli, MD, Co-CEOs, Medikly (see Bios), about a better way to reach, engage and understand healthcare professionals (HCPs) by gaining insights into the HCP journey through various digital touch points and highlighting how these touch points impact the behaviors and preferences of HCPs and their intent to prescribe. The discussion featured Medikly's The Physician Value Index™.

Aired LIVE on:
Tuesday, July 9, 2013

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Background

Dysan Pie Charts
"Top five business priorities for 2013"
Source: Accenture. Life in the New Normal: The Customer Engagement Revolution.


The age of the empowered physician represents a contradiction of sorts for pharmaceutical companies -- there have never been more ways to reach physicians and other healthcare providers (HCPs), yet it's never been so challenging to effectively engage them. Driven by the decline in face-to-face interactions and the availability of on demand access to digital channels, HCPs now choose when, where, how, and if they interact with pharmaceutical companies.

With more than $60 billion being spent annually on marketing and communications to HCPs, pharmaceutical marketers need to reinvent how they allocate, optimize, and justify spend through real-time, data-based insights and intelligence.

Medikly proposes a new model, the Physician Value Index or PV Index™, which integrates four key aspects of how a physician interacts with a pharmaceutical brand: presence, participation, influence and sentiment.

Using the PV Index, pharmaceutical marketers can now incorporate a new capability model of measuring marketing performance and its contribution to driving business value.

Questions/Topics Discussed

  • What is the Physician Value Index?
  • Why is Medikly proposing this framework?
  • Why can this model -- which couldn't be achieved before -- work now?
  • How does the PV Index apply to pharma, agencies, and healthcare publishers?
  • How will the PV Index change the pharma marketing landscape?


Guest Bios

Venkat Gullapalli Venkat Gullapalli is the co-CEO and Founder of Medikly. With a 13-year background in the pharmaceutical marketing space and a serial entrepreneur on his 3rd startup, he is on a mission to reinvent how pharmaceutical organizations reach, engage and understand physicians.

Prior to Medikly, Venkat was the CEO and Founder of Gullapalli and Associates (G&A), a pharmaceutical consulting firm. While at G&A, he saw how rapidly the environment was changing with the birth of new digital touch points, digitally savvy physicians with new behaviors and expectations, all requiring highly coordinated multichannel experiences.

Venkat holds a medical degree from the Sri Ramachandra Medical College and Research Institute and is an avid and long-time collector of vintage comics, boasting a collection of over 20,000 comics.




Mark Goldstone Mark Goldstone is the co-CEO of Medikly.

Mark has worked extensively on many of the world's biggest pharmaceutical and healthcare brands, most recently overseeing DDB's healthcare business -- and it's 40+ offices in over 36 markets -- as Worldwide President. Mark previously held senior positions at Publicis Healthcare Communications Group, Interbrand, Havas, Robert A. Becker, Euro RSCG, and others.

Mark holds a BSc (Hons) in Pharmacy. He is a board member of the prestigious Galien Foundation and a board member of G3 Genomics Group. He is a member of the Institute of Practitioners in Advertising, the Royal Pharmaceutical Society of Great Britain, and is a past Co-Chairman of New York Corporate Development for the American Diabetes Association.


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