Underscore Marketing is setting a new gold standard in the pharmaceutical and life sciences sectors with the launch of our PINNACLE Planning Suite. Far beyond a typical analytics tool, PINNACLE is the ultimate solution for marketers aiming to turn disconnected data assets into customer-centric marketing insights that drive revenue growth. For the last five years, Underscore’s data aggregation and insight engine has been helping clients improve promotional strategies. Now, leveraging custom AI and machine learning models, PINNACLE doesn’t just enhance omnichannel analytics—it redefines them, offering an unrivaled approach to optimizing brand strategies and maximizing sales impact.

Life sciences companies face unique challenges in today’s complex healthcare environment, where traditional marketing approaches often fall short in delivering actionable insights and measurable ROI. Many firms have improved their data aggregation capabilities but struggle to translate this into effective marketing decisions that impact revenue growth. PINNACLE addresses these challenges head-on by integrating diverse data sources, including media, customer interactions, field operations, and prescription (Rx) data, into a unified analytics platform that has been trained to answer specific questions that drive customer value and brand impact.

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Solving Complex Business Challenges with Data

The PINNACLE Planning Suite is built to answer critical business questions that many pharmaceutical marketers grapple with daily:

• Refining Promotional Spend: How much promotional investment is needed to transition healthcare professionals (HCPs) from their initial trial stage to becoming loyal prescribers?
• Digital-Only Strategy Efficacy: Can a digital-only media approach effectively support or increase prescription rates?
• Micro-Segmentation for Targeted Marketing: How can brands find the right HCP micro-segment formula for specific prescription (Rx) behaviors?
• Message Sequencing and Customer Engagement: What variations in message content and delivery sequences resonate best with individual customers?
• Maximizing Channel Mix Returns: Which combinations of marketing channels and strategies yield the highest incremental outcomes?

The PINNACLE Planning Suite provides several distinct advantages for healthcare marketers:

• Integrated Strategy and Execution: With an in-house team of seasoned media strategists, data informatics specialists, and data scientists, Underscore offers a seamless integration of strategy, media, and data services, reducing the need for multiple external partners.
• Tailored Solutions: PINNACLE uses proprietary technology to deliver both standard and customized insights, tailored specifically to each brand’s needs. This ensures that every strategy is data-driven and aligned with key business objectives.
• Real-time Insights and Transparency: The platform provides on-demand dashboards with real-time data, offering full transparency into performance metrics. This enables marketers to make informed decisions quickly, perfecting their strategies as market conditions change.
• Predictive Analytics and Sales Impact Modeling: PINNACLE goes beyond traditional analytics by incorporating predictive modeling capabilities that correlate promotional investments with sales outcomes, providing a clear pathway to maximizing ROI.

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Chris Tuleya, Underscore EVP & Managing Director explains, “As an agency in the pharma space, we’ve seen our clients continue to struggle with questions on media budget, where to invest, and how to test new opportunities without risk. While no solution provides a crystal ball, many stop at aggregating data and using it to optimize towards lower CPMs and higher clicks. Our aim with PINNACLE was to design a solution customized to pharma that meets those baseline needs, but also supports strategic decision-making over time. The more data that the engine injects, the more it can be used to guide budget decisions, and optimal omnichannel strategies that maximize sales.”

Our PINNACLE Planning Suite is the next generation of omnichannel analytics, combining the power of AI and machine learning with deep industry expertise to deliver unmatched marketing insights and strategic guidance.

The Underscore Difference

• Reduces the number of partners needed to implement advanced omnichannel analytics
• In-house combination of strategy, media and data services allows for seamless execution
• Bespoke technology designed to answer both standard and custom key business questions
• Complete transparency of data and performance measurement methodologies.