Rethinking What is Important
By Eric Talbot
SVP, Strategy & Insights, PatientPoint
POC campaign measurement suggests that COVID-19 has had little to no impact on bottom of funnel results such as Rx lift, even as top of funnel metrics like impressions or patient traffic may have declined. This disconnect between the top of funnel and bottom of funnel performance should lead to a re-evaluation of which metrics are valuable in determining success, and which may be distracting.
Based on the continued performance of campaigns during the peak of COVID-19 in spite of short-term lower patient traffic, many may reconsider the value of top of funnel metrics and instead re-focus their primary attention on volume lift.