Preface
Sanofi, joining forces with MESH Experience, has been able to use cutting edge Real-time Experience Tracking (RET) to uncover the real behaviour of the hard-to-reach audience of doctors, especially as the digital landscape evolves in this field. The insights of how, when and why physicians use different touchpoints (channels) has fed directly into Sanofi's planning, in order to design the most relevant and influential communications strategy. The granularity of the data collected meant that they could tailor their investment based not only on the touchpoints that were most effective in the market, but also how they differed by type...