Or, why 2016 might look a little different than 2015 for pharmaceutical marketers.
Based on the early returns, 2016 is looking like the supersize version of 2015 for pharma marketers, with a whole lot more of everything. With the presidential election just eight months away, the candidates are certainly talking more, presenting a smorgasboard of health care policies with potential impact that remains to be seen. Drug pricing, an issue that’s been lurking inside the health care debate for a long time, has become much more prominent thanks to a few high-profile products and price jumps. Big data just keeps getting bigger, and marketers are beginning to find ways to convert it into actionable intelligence. Due to rising expectations from clients, marketing agencies are being forced to do more and know more about more. Biosimilars are about to present one more headache to innovator brand managers already fed up with traditional small molecule generics. And the rising tide of technology means more new media – wearables in particular – are becoming a part of the lives of more patients. For more about all this, read on.
According to Chen, the new year will bring an increased emphasis on bringing all this data together, making it reliable and helping frontline business users make sense of it all. “This goes beyond IT projects using the latest open source technologies, data scientists exploring large data sets, and even BI visualizations for self-service,” Chen says. “It’s about a fully integrated and cohesive set of data-driven applications that can truly help business users on an ongoing basis. This is what is needed for all of this new data to contribute meaningfully towards better marketing of drugs.”
“Integrated” is the key word here – in order to best take advantage of big data, companies will have to find ways to unify their various data pools.
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