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4 minute read
A brand can deliver its call plan in full, hit its email targets, and still lose ground. If a competitor reaches the same physicians more often, or with a sharper message, the brand's own reports will look healthy right up until share moves.
That is the second of five questions in the whitepaper "Five Questions Your Promotion Dashboard Wasn't Built to Answer" by Chitra Alagarsamy. It is also the one most promotion dashboards can't answer at all, because they were never designed to.
What is share of voice in pharma?
Share of voice in pharma is a brand's portion of all the promotion reaching a target group of HCPs, compared with every other brand in the same category. It covers rep visits, email, digital media, and other channels, and it is read from the HCP's side: what physicians actually received and recall, across all the brands competing for their attention.
Why your dashboard is blank on competitors
A promotion dashboard is built to run your promotion. It knows every call your reps made, every email you sent, and every placement you bought. It has no record of anyone else's activity, and no amount of CRM integration will change that, because the data simply doesn't pass through your systems.
The limit is structural, and it shapes how performance gets judged: most brands read their results against their own plan. A team can see that it completed most of its planned calls this quarter. It can't see that a competitor completed more calls to the same top-decile prescribers with a message those physicians found more convincing.
Where competitor promotion reaches your HCPs
Physicians in a competitive category hear from several brands, often in the same week and on the same sites. The points where a competitor can gain ground without showing up in your data include:
- Rep calls. As access tightens, each physician sees fewer reps, so a competitor's visit can take a slot your brand needed.
- Email and digital channels. Competitor emails, banners, and paid search sit in the same inbox and the same browser session as yours.
- Third-party and point-of-care sites. Placements on journals, clinical reference tools, and healthcare sites reach physicians outside any brand's owned channels.
Each of these is invisible to the brand that isn't running it. Together they decide which message a physician remembers when the prescribing decision comes.
Competitor promotion is one of five measurement gaps. Download the Whitepaper to see all five and what answering each one takes for omnichannel engagement in pharma.
How to see what competitors are telling the same HCPs
Reading competitor promotion means measuring the whole category from the physician's side. Three approaches work together:
- Ask HCPs which brands promoted to them, and what they remember. HCP-reported research can cover every brand in the category in one study: which reps visited, which messages physicians recall unprompted and when prompted, and how those messages compare on believability and relevance.
- Observe competitor digital exposure. Passive tracking among opted-in, verified HCPs can show which brands' ads and content those physicians were exposed to across search, display, email, and healthcare sites. Exposure on its own does not establish attention or recall, so it works best paired with what HCPs say they noticed.
- Read your results against the category, not your plan. Report your recall and share of voice alongside the leading competitors, segment by segment. A message that looks strong in isolation can rank third when physicians compare it with what else they heard.
No source covers every channel, competitor, and physician. The value comes from reading the same HCPs, the same period, and the same category across these views, then acting on where your brand trails.
Measured against your plan, or against the category?
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Question |
Read against your plan |
Read against the category |
|
Are reps reaching targets? |
Calls completed vs planned |
Your visits vs competitor visits to the same HCPs |
|
Is the message landing? |
Messages delivered per call note |
Your message recall vs competitor recall |
|
Is digital working? |
Your impressions and clicks |
Which brands HCPs were exposed to, by channel |
|
Are we gaining ground? |
Activity trend against target |
Share of voice trend against competitors |
For a related gap, rep calls that follow the plan but miss what the physician wanted, see Is Pre-Call Intelligence Helping Reps Have Better Conversations With HCPs?
See the full picture
Your call plan tells you what your brand did. Five Questions Your Promotion Dashboard Wasn't Built to Answer by Chitra Alagarsamy, ZoomRx, covers what it can't: competitor promotion and four other gaps to close before your next promotional budget moves.
When you are ready to measure your brand against the category, ZoomRx offers:
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Promotional Effectiveness Tracking (PET) reads rep interactions from the physician's side, including message recall and competitive share of voice.
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Digital Tracker shows which brands' ads and content verified HCPs encounter across channels, including competitor placements and share of impressions.
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Media Tracking verifies HCP and patient exposure to pharma media across channels.