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Key Questions About New Technologies in 2019
PM360 - October 2019
VP, Marketing Intelligence Richard Watson spoke about new technology leading to impressive results in the latest edition from PM360.
The use of predictive analytics to deliver hyper-personalized campaigns has produced impressive results. In traditional marketing, two patients diagnosed with the same condition would typically get an identical message. With machine learning, the data analytics from these same individuals would uncover information that’s unique to each of them, allowing marketers to create a hyper-personalized message delivered at that perfect moment in time. It’s a personalized and unforgettable experience.
Predictive analytics may lead to a shift from traditional marketing toward real-time marketing campaigns that are rapidly adjusted by both market and channel based on data. Right now, most healthcare agencies are not yet built for real-time marketing. A shift to this model would put a lot of pressure on agencies to hire more staff, develop new solutions, and execute extremely quickly. Real-time marketing would also require an updated submission approach to Med/Reg, leading to a whole new set of challenges for pharma marketers. However, real-time marketing has significant potential for building provider and patient loyalty. It’s already being applied in the consumer space. It’s only a matter of time before the brave few begin using real-time marketing in pharma to push the industry forward.
A version of this article appeared in PM360
View the full article here.
Richard Watson, VP Marketing Intelligence
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