Ipsos MMA brings a new approach to measuring the impact of commercial investments across the patient and physician journey to maximize the value of campaigns for Pharma brands and their agency ...

Value-based payment (VBP) is a powerful and widespread health care transformation movement that has potential to improve health equity. The care delivery and payment flexibility possible under VBP ...

Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Healthcare providers are increasingly reimbursed for patient health outcomes, which is part ...

In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...