By Jamie Peck
The final weeks of the year are predictably filled with critical analysis and prognostication by experts across the life sciences industry. Among the most scrutinized elements of this environment is the product pipeline – arguably, the most widely recognized key indicator of innovation and progress for the industry. In the wake of a protracted period of gloom-and-doom forecasts associated with the consequences of the patent cliff... Continue reading
By Tyler Dunn
Earlier this month, my colleague Jamie Peck wrote a great article about Continue reading
By Duffy Hutchinson
Marketers who understand the impact of the HCP customer journey are more successful in driving impact from brand messaging deployed in the marketplace. In the early days of digital and non-personal promotion (NPP), HCP and other stakeholder email address databases were not as developed or robust as they are today. At that time, a primary focus for NPP was strictly reach where campaigns were largely deployed by blanketing therapeutic c... Continue reading
By Dave Mountain
Nothing’s gonna touch you in these Golden Years. – David Bowie
Consider the humble e-mail. Like the great Bowie, they first hit the scene in the early ’70s. Many of your targeted healthcare providers (HCPs) have been getting them for decades, with domains that go back to the early ages of Internet usage. They may get over a hundred of them in a workday, from professional to pers... Continue reading
By Anthony Hillman
Propensity modeling is the analysis and implementation of how a healthcare provider (HCP) prefers to interact with brand-specific messaging. By refining targeting to the marketing tactics and channels that an individual HCP prefers, we see engagement benefits for all parties.
1. Tailoring messages to individual preference
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