Enhancing Life Sciences Messaging with Data-Driven Insights

From entertainment to manufacturing and financial services, every time someone interacts with a digital device, a data point is created. However, no industry creates more data than healthcare. Approximately 30 percent of all the data in the world is generated within the healthcare industry. Digital health records contain a lot of this patient data, and life science marketers can leverage the information within these platforms to connect with healthcare providers. Taking a programmatic approach to campaign building brings in even more digital data for marketing teams to assess and optimise against.

Hence, life sciences marketers showcasing breakthrough treatment innovations must adopt a data-driven approach to messaging and brand strategies to be successful. This article will cover the important role of data in pharmaceutical marketing and advertising, how to evaluate new partners before implementation, and the best practices for managing a team with a data-first mindset.

Know your data

Data-driven marketing is crucial for reaching the right audience and maximising the impact of marketing efforts. There is an array of marketing-specific data points that the team should track and use to guide campaign decisions. Here are eight types of data every marketing and communications team should track and evaluate during decision-making.

1. HCP Behaviour data: To truly understand their prescriber audience, life sciences marketers need to research HCP behaviours and preferences. Knowing how physicians and patients interact with a brand’s product can guide advertising targeting, inform the team about gaps in campaign coverage, and provide an idea of where the treatment is finding success in the real world. Third-party companies can provide survey data on prescribing patterns and what types of information physicians look for when consuming pharmaceutical messaging. Emerging solution providers in this space are also enabling HCP behaviour mapping using innovative tools. This information can be used to craft campaign assets and optimise budget spending to improve ROI and increase script lifts.

2. Prescription Data: Increasingly, hospitals and health systems in Asia are moving to electronic health records and other point of care platforms. These digital spaces can provide real-time targeting based on clinical data in privacy-safe environments. Targeting messaging to patient data such as diagnosis, medical tests, and other health history metrics can improve the efficacy of campaigns by only delivering messages relevant to the individual patient-prescriber interaction.

Read more: https://www.pharmafocusasia.com/information-technology/enhancing-life-sciences-messaging-with-data-driven-insights