Original article posted at http://www.pharmaphorum.com/articles/data-driving-metamorphosis-of-pharma-marketing
Limited access to physicians, changing stakeholder preferences, and the continued drive towards patient centricity are just a few of the reasons why the life sciences sales and marketing model undergoes constant metamorphosis. Added to this, individual customers want information their way, on their terms. And the technologies exist to do exactly that.
Multichannel marketing strategies, ranging from health care professional (HCP) eDetailing to social media, allow marketing teams to deliver personalised experiences like never before. There’s a wealth of tools, including traditional marketing automation, customer relationship management (CRM), content management and even compliant email applications, to deliver corporate messaging with a personal touch. There’s even a new breed of predictive analytics tools to better understand healthcare provider and patient behaviours, preferences and influence.
So what is the problem?