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Case Studies

Calquence (HCP & DTC)

14-Country Real-Time Portfolio Command Center

Summary (Problem → Solution → Outcome)

Problem
  • Fragmented reporting and region-specific logic produced competing KPIs
  • Decisions waited for slide updates and Finance/MLR couldn’t reconcile platform vs BI.
Meta:
  • Regions: EU + US
  • Budget: €5M–€20M
  • Stack: GA4, GTM, Tableau, BigQuery
Solution
  • A single KPI layer
  • consent-aware GA4 schema
  • Tableau portfolio dashboard (promoted from a Looker MVP) with country toggles and a weekly Decision One-Pager capturing actions/owners.
Outcome
EPAC mobile share:

66%

(vs 54% EU+US)

Mobile CTA visibility:

+28pp

after fold/CWV fixes (EPAC)

DTC meaningful action rate (mobile)

+21%

after deep-linking to evidence (EPAC)

HCP verified actions/1k sessions (EPAC)

mobile 31

vs desktop 22

Snapshot

Scope

Oncology portfolio across 14 countries, serving HCP & DTC journeys.

Users

Global brand leads, regional owners, Finance, and MLR—one source of truth for scale / pause / reallocate calls.

My role

Global governance & analytics lead: authored the KPI dictionary, standardized UTMs + GA4 events/params, stitched paid/owned data, built dashboards, and ran the weekly Decision One-Pager.

Problem → Solution → Outcome

  • Problem
  • Conflicting KPIs (three different numbers for the same metric).
  • Week-old PPTs stalled country decisions; Finance/MLR could not reconcile platform totals with BI.
  • No shared view by country / audience (HCP vs DTC) / device to guide spend.
  • Solution (data first, then orchestration)
KPI Layer & Stitching
  • One KPI dictionary; governed UTMs and GA4 events (with consent state).
  • Joins for paid platforms into BI (search/display/video/social/endemic HCP). Target ±2% reconciliation.
The “Live Nerve Center”
  • Looker Studio MVP → Tableau upgrade for speed, permissions, and multi-view comparisons.
  • 14-country toggle bar: portfolio → region → country → brand.
  • Side-nav aligned to stakeholder questions: Audience, Acquisition, Engagement, Device, HCP Registrations.
Decision Cadence
  • Auto-filled Decision One-Pager every Monday: what changed → so what → now what with named owners and dates.
  • Guardrails: budget variance ≤5%, reallocation rules by goal (Awareness/Consideration/Action), 10–15% test tranche.
  • Outcome (representative)
KPI Layer & Stitching
  • −60% time from capture → decision; −35% data discrepancies.
  • Faster MLR sync: pre-flight checks embedded in channel tiles reduced back-and-forth on copy/claims.
  • ≥80% dashboard adoption among brand/regional leads; ≤5% budget variance at quarter close.

What we built

  • Country tiles (as shown): sessions, users, new users, trends—drillable to landing pages, events, and verified HCP actions.
  • Executive vs Ops views: a one-page executive strip and deeper country/brand tabs for channel owners.
  • Quality monitors: freshness, completeness, schema drift; alerting to keep Finance/MLR aligned.

Methods

  • Path & cohort analysis by country and audience (HCP/DTC) to expose true signal drivers.
  • Drop-off decomposition to separate content issues from technical (CWV, latency, errors).
  • Attribution hygiene: enforced UTMs, stable keys for MMM/MTA exports, platform alignment.

KPI Layer

  • (excerpt)
  • Acquisition: non-brand share, country mix, channel efficiency.
  • Engagement: event depth, step-to-step conversion, verified HCP actions.
  • Action: downloads/starts/registrations appropriate to audience.
  • Quality: consent coverage, CWV health, error/rage signals.

Stack & Governance

  • Data/BI: GA4 + GTM (consent), Tableau (final), Looker Studio (MVP), BigQuery warehouse.
  • Governance: KPI dictionary, UTM & naming standard, GA4 event spec, CMP policies, QA/anomaly monitors, Decision One-Pager.

Selected insights

  • (how it paid for itself)
  • Country A vs B: Similar spend, but Country A’s verified HCP actions/1k sessions were 1.6× higher → mid-week budget shift; quarter closed within 3% variance.
  • Device mix: Mobile rising in Southern EU; CWV flagged risk → LCP fixes on priority LPs → +19% DTC action rate WoW
  • Claims: Two HCP claim clusters tied on CTR; one drove deeper clinical engagement → scaled in three markets.

Paid Media & Budget Allocation

  • (HCP & DTC)
  • Endemic HCP networks (e.g., Medscape, Doximity). Allowlisted specialties/deciles, frequency caps, learning units/newsletters; optimization to verified HCP actions and evidence dwell, not clicks.
  • Endemic HCP networks (e.g., Medscape, Doximity). Allowlisted specialties/deciles, frequency caps, learning units/newsletters; optimization to verified HCP actions and evidence dwell, not clicks.
  • Professional reach (LinkedIn + society channels). Thought-leader content around congress seasons; UTM claim-cluster tags to attribute post-event lifts and route high-intent traffic to gated HCP tools.
  • Consumer scale (Search/Social/Video/CTV). Healthcare-certified YouTube/CTV and brand-safe PMPs; on-label creative with major-statement cues driving to fast, mobile-ready landing paths.
  • Health information hubs (WebMD/Healthline/Everyday Health). Contextual adjacency to HIV topics; KPIs focused on depth and first meaningful action, with Consent Mode coverage for measurement.
  • Governed budget moves. Weekly thresholds (depth, action rate, cost per meaningful action) triggered scale / pause / reallocate by country × claim cluster, keeping platform↔BI within ±2%.

Deliverables you’d get on a similar engagement

KPI Layer & Metric Dictionary

Data stitching map

(paid↔owned keys)

Tableau dashboard pack

(Exec • Country • Ops)

Decision One-Pager

templates (auto-filled)

MMM/MTA export spec

(daily grain, governed fields)

Quality monitors

(freshness, completeness, schema drift)

Operating cadence

Weekly

Decision One-Pager (15 min), under/over delivery, reallocations by country.

Monthly

Allocation review + experiment readouts.

Quarterly

QBR (outcomes vs KPIs, vendor scorecards, roadmap).

Compliance notice: Public materials here are anonymized/redacted and shared for illustrative purposes in line with NDAs, MLR/OPDP/APLB, and HIPAA/GDPR.

Want the same portfolio clarity—by country, in real time?

Book a 30-min Analytics Diagnostic and I’ll map the KPI layer, country toggles, and exec one-pager for your brand.

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BIKTARVY® — Global DTC • Analytics & Funnels

FAQs

Possible, but we default to unbranded + route branded to HCP-auth portals. We follow platform policy and OPDP patterns.

18+ gating, no personal-attribute inferences, fair-balance/disclaimers, strict comment filters, PV/AE triage in ≤24 hours.

Qualified events, attention & completion, and outcome cohorts—rolled up in the Decision One-Pager; MMM/MTA exports provided.