The days of “one big idea”—of deciles providing enough knowledge—are behind us. By applying data science and behavioral science, marketers are finding that they are able to plan and predict their marketing campaigns and sales training in entirely new ways.
Thanks to digital technology, we’re able to capture, store and analyze information like never before. This is affecting every part of our lives, but especially in healthcare marketing. Data is allowing us to regain, and improve, the clarity and knowledge we once got from in-depth conversations between physicians and sales
This POV breaks down the Cambridge Analytica scandal, clarifies what pertains to pharma marketers, and lays out recommendations in light of the news.
“The insanity around big data, one of the most over-used and misunderstood industry terms, is over, and it's time to get real about data science,” says Sam Johnson, director of Intouch’s Advanced Analytics Lab. “In 2018, we're looking forward to helping more pharmas find the stories hidden in their data
It should come as no surprise that 59% of U.S. online shoppers expect their healthcare customer service to be as good as Amazon’s. But how can pharmaceutical companies live up to these expectations? Marketing automation may be the answer. Using MA, pharma companies and their brand teams can realize
For decades, sci-fi promised tech that would converse with us naturally. From HAL in the 1968 cult classic, 2001: A Space Odyssey, to Marvel Comics’ super-villain, Ultron, we’ve been imagining for years the day when we’d have computers that were truly fluent in human language. That future is slowly becoming
Data-driven? Sure, everybody wants to be data-driven. But… how? Marketing is both art and science — and the science is data science. When we understand our customers, we can provide tools and information that become a useful part of their lives, not skippable interruptions. In this series on data analytics, we
At the start of 2017, our POV, “Innovation During Disruption and Change,” called out some of the shifts in technology, society, medicine and marketing that we see changing the world in which we work. Throughout the year, we’re taking a closer look at some of the concepts we highlighted
Data-driven? Sure, everybody wants to be data-driven. But… how? Marketing is both art and science — and the science is data science. When we understand our customers, we can provide tools and information that become a useful part of their lives, not skippable interruptions. In this series on data
This POV explains how changes in the industry — data gathering and analysis capabilities, evolving use of mobile devices, and a move toward value-based care — all call for new measurements of success, ones based upon analytics.
