Why Now's the Time for An Agile Marketing Transformation

Posted by Erin Liman on Tue, Dec 10, 2019

MaryAnn Godwin co-wrote this blog post with Erin Liman.

Given the significant changes in the healthcare landscape, marketers’ ways of working must evolve. Products are becoming less clinically differentiated, big data and artificial intelligence hold the promise of a customer insights renaissance and customers now expect seamless, real-time communication. In this new world of data proliferation and nonstop omnichannel intervention, a deeper, human connection is necessary to truly differentiate the customer experience.


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Alternate Sites of Care: The Changing Face of Healthcare Delivery

Posted by Parijat Sharma on Wed, Nov 27, 2019

Matthew Ruple co-authored this post with Parijat Sharma. This is the first in a series of blog posts on the shifting sites of care. 

A confluence of factors is driving a dramatic shift in healthcare delivery from traditional sites of care such as hospitals and clinics to outpatient and retail care sites such as urgent care clinics and ambulatory surgical centers. Of course, this shift doesn’t just change things for patients and providers. It also greatly affects the go-to-market strategies for pharmaceutical and medical device manufacturers. As the care setting evolves and diversifies, stakeholders throughout the healthcare ecosystem have to evolve in kind.


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AI & User Experience: As Always, the User Comes First

Posted by Arun Shastri on Mon, Nov 18, 2019

This blog post is the sixth in a series on the impact that AI will have on different business aspects of pharma.

While most of us are aware of the importance of user experience, UX goes beyond simply developing a relevant and usable interface for software. UX is a discipline that requires a thorough understanding of users’ needs and the context in which they use technology. Whatever solution you may roll out to users, good UX is about meeting those needs.


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Data Alone Can’t Make Health Improvements Happen

Posted by Pratap Khedkar on Thu, Nov 14, 2019

The data changing hands in the new data-driven healthcare partnership between Google and St. Louis-based health system Ascension runs the gamut from patient names and birth dates to lab results and previous hospitalizations. The duo may have its sights set on using this information to personalize care and lower costs, but data privacy alarms are going off everywhere, raising questions about who really owns patient medical records and whether the benefits of sharing patient data outweigh the risks to the patient/consumer.


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Why Metadata is Key to Improving Customer Experiences

Posted by Carrie Reininger on Wed, Nov 13, 2019

Jones Jaick co-wrote this blog post with Carrie Reininger. 

There’s a lot of buzz around the term metadata among marketers today, but what exactly is metadata, and why does it make so many people squirm?

Metadata simply means data about data. In the context of marketing and promotion, metadata is crucial because it helps marketers and campaign managers track a plethora of promotional data and organize it to draw insights about content, channel and tactic performance. In a world where marketers are chasing customer centricity (targeting the right customer, with the right message, through the right channel, at the right time), capturing marketing activity and engagement data is critical. By taking control of metadata, marketers can optimize their campaigns through data-driven, accurate and actionable insights and get faster response and turnaround times. Here are the benefits of tagging and leveraging metadata and accurately tagging assets:


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