As therapeutic areas become increasingly complex, marketers need metrics that reflect true professional intent. Time based measures often blur passive browsing with purposeful activity — making it difficult to understand what’s resonating.
Leaders now expect customer experience insights that link engagement to prescribing behaviour and patient impact. Your measurement approach should support that level of precision.
Built on decades of HCP behavioural analysis, M3’s proprietary framework combines multiple engagement signals to more accurately identify intent. The result: three clear and actionable audience segments.
Your most valuable audience. These HCPs interact meaningfully — viewing all content, returning four or more times, making multiple clicks, or engaging for 240+ seconds. This behaviour strongly correlates with clinical interest and prescribing potential.
A consistent and highly relevant group. These users scroll 10%+, return once, interact within the content, or stay engaged for 13+ seconds. Ideal for targeted education and nurturing.
Lighter touch, but still important for awareness. Understanding their patterns helps shape content and pathways that encourage progression over time.
Tailor your content to where each audience segment is in their decision journey — from advanced clinical resources to structured nurture pathways.
Link engagement behaviours with downstream outcomes, including regional prescribing trends and adoption rates.
In some therapy areas, improved experience has shown to increase prescribing odds by 3–4×. Our framework gives you the insight needed to consistently optimise.
Simple, well‑defined segments with direct strategic implications — helping you communicate value and secure investment with confidence.
