SUMMARY: DTC metrics change by product life cycle and DTC managers usually have to justify their budgets. Never report just raw numbers. You should tell a story on the value of your marketing using metrics that senior managers understand.
QUICK READ: Metrics can either be a pain in the ass or they can open your eyes to new opportunities. The process by which patients finally fulfill a new Rx is complicated in our environment. Numbers can be, and are, manipulated to show that DTC is effective but these are the real metrics every DTC manager should know.