The only HCP marketing KPIs you need. 

Start With One Clear Goal.

Your campaign KPIs should always link directly to a commercial outcome.
If it doesn’t tie to business or brand value—it’s not a core KPI. Remember, it’s important not to confuse metrics that help you improve the quality of your marketing for next time vs those that demonstrate clear customer progression through your funnel, or conversion. 

Start by asking: What behaviour or action do I want to drive?

In many cases, the marketing goal is to increase rep engagement, since the reps are where your commercial model is designed to convert a sale.

For example: If you know that HCPs who engage with your reps are more likely to prescribe, then your core marketing campaign KPI becomes the number of rep calls generated.

It’s common for pharma marketers to get stuck in the mindset of “awareness” — measuring impressions or message recall over engagement. But these are usually lagging indicators of broader commercial objectives and can’t be influenced by one campaign or activity alone. 

Be honest about what your campaign is designed to do. Map the journey. Define the key interaction. That’s your core KPI. 

Map The Full Interaction Journey.

You’ll need more than one KPI if you want to understand ‘WHY’ your campaign performed the way it did. So break the journey down into sections. For example; 

• How do you attract customers?
• How do you deepen engagement? 
• What is the ultimate action or behaviour you want to influence?

Draw out each step. For every interaction, define:

• What you want the HCP to do 
• How you’ll measure success  
• Where your influence ends 

This gives you one core KPI and a set of sub-KPIs to optimise across the journey. 

Be sure to watch the video above for a walkthrough of this process with a real-life example. 

WARNING! Don’t Forget Your Customer’s Goal.

If you get to focused on business objectives and only measure what you want, you’ll miss what they need. 

Understanding your HCPs’ motivations is key to defining the right content and the right measures of success. 

👉 Read: Your HCP customers don’t care about your products for more on this.  

Always-On Marketing Health KPIs.

Campaign KPIs are only part of the story. If you want to be a truly data-driven team, you also need ongoing health metrics– the KPIs that show whether your overall strategy is working. 

Track these monthly or quarterly to see where to improve, scale, or shift focus. 

Examples include:

• New subscribers or leads 
• Number of qualified marketing or sales leads 
• Customer or account NPS 
• Number of customers at each lifecycle or adoption stage 
• New patient starts 
• Account revenue vs target 

Look at the trends. Where are things moving? Where are they flat? These signals tell you where to focus your efforts for better outcomes. 

Ready To Get Started?

If you’ve watched the video and want help setting up your KPIs, Get In Touch– we’ll be happy to help.

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