Read a new article in PharmaVOICE magazine about segmentation advances and the value of personalizing marketing programs
Changes in the industry are shifting the goals of marketing programs to focus on the patient, and to provide meaningful outcomes. To do this, the focus must be on getting the right patient on the right treatment. Advances in technology are fueling exciting changes in how effectively marketers segment and message to their audiences. Real-time data capture empowers decision-making and increases the effectiveness of marketing programs.
The industry has used the decile model for segmentation for years, and in a world of hard-to-reach and no-see physicians this approach is no longer effective. Technological advances provide…
* Insights into the number of “appropriate” patients a provider has in their practice
* A better understanding of patient behavior so that marketers can deliver more
compelling messages and valuable programs
There is an article in the October 2012 issue of PharmaVOICE magazine (it’s available on-line) that shares expert insights on advances in segmenting and personalizing marketing efforts. The article provides an excellent overview of the technological changes that empower better segmentation, as well as insights into the impact personalization can have in enhancing the effectiveness of programs.
There are many options for personalized marketing programs. As a pharmaceutical call center, we provide opportunities for patients and caregivers to interact personally with our nurse educators and care counselors at their convenience.
I’d like to hear how you are personalizing your marketing activities. Also, are you using advances in technology to fine-tune your market segmentation activities? If so, what insights have you found along the way that helped you to better understand the patient journey? Did you incorporate these findings into your programs?
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