In the world of pharma marketing, we’ve found that brands typically focus on white space and often overlook air cover. However, it’s crucial to understand the value of both strategies when crafting your MCM campaign. Here are a few insights we share with our pharma marketing clients when they ask us about the benefits of white space versus air cover.Understand your ROI potential
There’s a big misconception that white space provides better ROI than air cover. While it’s true that white space MCM can be very effective at reaching more targets for less than the cost of a sales rep, the ROI will always be lower. Maybe that’s why pharma marketers are always surprised when we share the ROI potential of white space versus air cover. Our measurements show that air cover has an ROI of up to 6.2 to 1; white space’s ceiling is typically 1.5 to 1.
Marketers tend to underestimate what it takes to move the sales needle with white space targets. On the other hand, Mojo’s analytics show that there is typically more sales potential from targets called on by reps. Here’s the bottom line: By conducting regular, rigorous measurements, you can better forecast the ROI of both white space and air cover campaigns.
Determine your brand goals
When deciding on white space or air cover, start by outlining your brand’s objective. If you want to achieve more depth with your current targets, then air cover is a good choice. Want to gain sales breadth among new targets? This is accomplished through white space. Remember that it’s easier to gain more depth with your current customers than to initiate sales with new ones.
White space insights
The definition of white space means different things to different people. At Measurement Mojo, we define white space as every target that is not called on by a field sales rep. In some situations, the HCP may be a target but the field force doesn’t have capacity to reach them. We often find there are high-value targets that are “no sees”—making them unreachable by reps, but perfect candidates for a white space MCM campaign as well.
Air cover insights
A common air cover belief is that marketing to called-on targets results in too much promotion. However, our measurements have not shown this to be true. It’s highly unlikely that air cover will lead to target oversaturation, especially if you’re measuring the touches that each target receives.
As you develop your air cover campaign, maximize its results by including support detail. Make sure your reps know what’s going on with the campaign, and include the targets’ requests in your rep reporting. And as you include CTAs in your campaign, remember that reps are the most effective ones to fulfill them.
Both white space and air cover have appropriate places in the MCM mix. With the right measurement insights, your brand can determine the forecasted ROI of each strategy, and optimize your approach to maximize your return. Measurement Mojo thrives on helping pharma marketing trailblazers use data-driven insights to improve their MCM performance and strategy. Reach out to us today to discover the perfect white space and air cover mix for your current campaign.