Introduction
Next Best Action (NBA) platforms are fast becoming essential tools for commercial and medical teams in pharma. When implemented well, they can boost customer engagement and increase sales by 25% or more, while also saving 15%+ of sales reps’ time by automating repetitive tasks like scheduling, planning, and meeting prep.
However, realizing this potential is far from guaranteed. Many NBA initiatives fall short or get discontinued due to technical hurdles, lack of buy-in, or misalignment with business goals.
From our experience with OctoPi, we’ve found that a well-designed pilot and precise measurement of impact are critical to success.
In this post, we will focus on how to measure the success of an NBA deployment in pharma, covering key performance indicators (KPIs), what benchmarks to expect, and how to structure a pilot using a rigorous A/B testing approach.
Next Best Action in Pharma: At A Glance
Three KPIs That Matter
To understand whether an NBA tool is delivering value, we recommend focusing on three clear, actionable KPIs:
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Customer Engagement
Use the click-through rate (CTR) of Rep-Triggered Emails (RTEs) as a leading indicator. A strong NBA platform typically delivers measurable improvement within 2–3 weeks of deployment. -
Share of Voice
Track brand mentions in social media posts by your target HCPs. A shift in share of voice is usually visible after 6–8 weeks. -
Sales Impact
Compare sales growth in territories using NBA vs. control territories. Statistically significant improvements usually emerge after 3–4 months.
Summary of 3 KPIs That Matter Most
1. Customer engagement and RTE CTRs
RTE CTR is one of the most immediate and easy-to-measure indicators of NBA success. It’s simple to track, easy to explain, and often shows early wins - making it a great KPI to build momentum internally.
From OctoPi deployments across multiple leading markets, we consistently see RTE CTRs double in the test group within weeks.
Here are some tips for accurately measuring RTE impact:
- Focus on product-related RTEs only - exclude invites, surveys, follow-ups, etc.
- Use consistent templates across both test (NBA) and control groups.
- Define the groups clearly:
- Test = RTEs sent as recommended by NBA
- Control = All other RTEs
2. Share of Voice via Social Media Listening
To accurately measure share of voice, focus on organic conversations from your target HCPs - not general public data. This requires a privacy-compliant social listening tool embedded in your NBA deployment. We share some tips for tracking this in an accurate and actionable way.
A summary of the recommended approach:
- Monitor only your call plan HCPs using a targeted social listening tool.
- Ensure full compliance with GDPR and pharmacovigilance standards.
- Leverage NLP or LLM technology to analyze post content and surface trends.
With this setup, you can monitor share of voice almost in real time - and track uplift following NBA deployment.
3. Measuring Sales Impact
Ultimately, NBA must move the needle on sales. In OctoPi pilots, we’ve consistently seen 25%+ sales growth in NBA-deploying territories versus controls.
To validate results:
- Design a true A/B test: Select a representative sample of reps—don’t cherry-pick only top performers or key territories.
- Keep entire territories either in or out of the pilot.
- Control all other variables—marketing materials, messaging, priorities—to isolate NBA impact.
Designing the Pilot for Success
A well-structured pilot is the foundation of a successful NBA rollout. We recommend adhering to the following key principles:
- Define and share KPI goals before launch
- Use transparent, accessible dashboards to report progress
- Celebrate early wins - especially quick wins like CTR improvement
- Keep stakeholders engaged throughout
Conclusion
Measuring the right KPIs—and measuring them well—is essential to unlocking the full value of an NBA platform. With a thoughtful pilot and clear impact tracking, internal buy-in increases dramatically, and the NBA deployment becomes a true driver of commercial success.
We believe in making this process simple, measurable, and impactful - for reps, teams, and patients.