We’re currently using SEMrush for SEO + competitive insights, but it’s pretty limited when it comes to full-funnel measurement and actual business impact.
Our biggest challenges:
- Cross-channel attribution (Google Ads, programmatic, organic, etc.)
- Understanding true impact in a privacy-heavy environment (HIPAA, no clean conversion signals)
- Measuring beyond last-click (doctor visits, script lift, patient starts, etc.)
- Getting AI-driven insights, not just dashboards
- Bonus if it integrates cleanly with BigQuery / custom data pipelines
I know pharma is a different beast vs ecom/DTC, so curious what’s actually working here.
Tools I’ve heard thrown around:
- IQVIA / Symphony Health (more data than attribution?)
- Google Meridian / MMM approaches
- Neustar / Analytic Partners
- Northbeam / Triple Whale (not sure how well these translate to pharma)
What are you actually using that gives real signal vs noise?
Would especially love input from anyone doing:
- Rx or specialty pharma
- DTC + HCP blended campaigns
- MMM or incrementality testing setups
Appreciate any insight — feels like SEMrush is just scratching the surface for this space.
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