This year has been a watershed moment for data privacy. In March, the data of millions of Facebook users was harvested by the U.K.-based firm Cambridge Analytica, and was purportedly used to manipulate public opinion. While news of the Facebook/Cambridge Analytica situation went viral, it was just one of more than a dozen data breaches in 2018 alone, which have led to an increasing focus on users’ data privacy.
general data protection regulation,
There’s no shortage of news about how artificial intelligence techniques are helping us engage customers better in healthcare. Many pharmaceutical companies have visions of Amazon-like targeting serving up Netflix-esque recommendations on how to engage customers better with the right channels, content and cadence.
artificial intelligence & pharma,
Saby Mitra co-authored this blog post with Pratap Khedkar.
When it comes to cutting-edge analytics initiatives, you’re probably more inclined to think of companies like Amazon and Netflix, which have become synonymous with the savvy use of analytics to gauge customer affinity and deliver recommendations. But pharma companies are—or could be—well equipped to leverage data and analytics to deliver an even better informed and better targeted customer experience.
data and analytics,
Bill Coyle co-authored this blog post with Pratap Khedkar.
The wheels of a car in need of an alignment point in different directions and effectively begin working against each other. As a result, the vehicle works inefficiently, which negatively impacts the driver’s experience and increases the financial pain he feels at the pump. If the problem is ignored for too long, his ability to safely operate the vehicle can become compromised. And when the car is operating at a high speed, the misaligned tires could have devastating consequences, making steering difficult and potentially leading to a crash.
This blog post is the second in a three-part series on why biopharmaceutical companies should develop and implement an international customer segmentation and targeting strategy, what it takes to get started, and how one company has found success.
In the first post in this series, we looked at the challenges inherent in translating a philosophy of customer engagement into a practical approach to segmentation and targeting that works at the global level. In this installment, we’ll examine the ways in which an organization can address these challenges and implement an international process for customer segmentation and targeting that enables the right activities to be delivered to the right customers at the right time.
international customer segmentation and targeting,