Oct 16, 2024
The MCQ (or MultiChannel eQuivalent) is a standard unit of engagement, developed by Precision AQ (the new name for Across Health) as a common measure that enables you to compare the relative impact of different channels. Previously, we introduced the MCQ concept and its important role within our Navigator365™ customer engagement insights research. In this follow-up post, we will offer a quick summary of MCQ-related dos and don’ts, to help ensure that you get the most out of this useful measure.
DO...
…use MCQs to guide you towards which channels are being perceived as most impactful by your target audience and have a high reach. It’s best to think of MCQs as directional, in that they should nudge you in the right direction. Use these insights to optimize your channel mix by selecting channels that have a perceived high impact in your selected market and therapeutic area, but also to learn which channels might be worth de-prioritising for now.
…use MCQs as a selection parameter to make choices between similar channel types, to maximize the expected impact in your campaign. But keep in mind that “frequency, reach, costs, effort, HCP channel affinity, product life cycle (PLC) stage,” etc, are also relevant and important parameters.
…use MCQs to quantify your campaign amplification by adding digital, checking if the campaign is both robust enough to achieve the share-of-voice objectives and realistic enough to be executed. Be sure to only consider actual interactions (for example, rep-triggered email open rates) in your estimates, not all the potential interactions (for example, the number of rep-triggered emails sent).
DON'T...
…interpret MCQs as absolute values. A rep call of 1 MCQ cannot simply be replaced by 2 campaign emails with a value of 0.5 MCQ each. MCQ scores are relative and give you a good insight into perceived channel impact compared to other channels (as mentioned earlier, you should think of them as directional). Looking at it over time, MCQ values give you a good insight into the changing perception of channel impact as well.
…make this a purely theoretical exercise of maximizing MCQs. It is always important not to confuse measures with targets. The goal of omnichannel engagement is not to maximize MCQs, but to achieve the right amount of touchpoints and MCQs per HCP. Build a campaign with a channel mix that will help you achieve your business objectives first, where digital amplifies and/or lays the groundwork for face-to-face engagement with your customers. Aim for a well-balanced campaign offering meaningful omnichannel interactions to customers–and ensure that you can execute the campaign, taking into account your company’s level of digital maturity (in terms of organisation and technology).
…be tempted to focus entirely on one or two channels in your campaign just because they have a good impact score. Yes, some channels will be beneficial to include, but omnichannel is all about defining a well-balanced channel mix. The MCQ value should not be your primary decision-making parameter–and it is not meant to be. Think of MCQ as a useful predictive impact parameter, to work alongside dimensions like brand objectives, PLC stage, and digital maturity, as well as a specific channel’s frequency, reach, costs, and effort.
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If you’d like to know more about how MCQs can deliver an unparalleled head start for your next customer engagement plan, then please get in touch!
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This post is part of a limited blog series that aims to take a closer look at the MCQ, a fundamental building block of our Navigator365™ customer engagement insights research. A previous post introduced the MCQ concept, while a subsequent post will look at the importance of MCQ in the planning stage of your omnichannel campaigns.