Over 10 years experience of Traceability Solutions
By pharmatrax
Category: Technoloy
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By Dr RB Smarta, Chairman & Managing Director, Interlink Marketing Consultancy
In this hi-tech era, the FMCG & consumer Internet companies’ customization of their sales & marketing pitches according to the interests of the customers, is well known. Data Analytics help these companies in such customization strategies.
Taking cue from this, pharma companies in the country have started customizing their marketing communication with doctors on the basis of the latter’s attitude, interest and behavioral patterns. There is a better chance of the Doctor prescribing a particular product if the marketing communication is tailor-made according to his personality.
With the power of advanced Data Analytics, there are companies involved in segmenting the doctors on various behavioral prescription orientations. Segmentation can be done in different behavioral patterns with different variables. Such as a traditional healthcare provider, may be a patient ideal, if so his pattern of prescription differs.Thus, if the doctor is having a scientific focus, a pharma company’s marketing communication would have more elements of scientific research, trial data and statistics in it; if he is innovation focused, the marketing communication would have an element of technology in it; if he is a traditionalist, the marketing will follow a traditional approach, and so on.
This practice has been showing successful interactions with healthcare providers leading to increased propensity of prescription generation and thereby sales.
A pharma company, strengthening its Data Analytics team can plan out the parameters on the basis of which the doctor’s prescription behavioral data is analyzed.
Pharma industry is considered below the global average of digital maturity, even though the technology exists to create the best possible customer experience. Pharma marketing strategies have remained focused on a homogenous view of a healthcare professional and hence single message for all professionals. This can be changed with segmentation tool.