With the increase in the number of touchpoints for a Healthcare Physician (HCP), it has become more important for pharmaceutical companies to personalize marketing efforts at the HCP level. Segmentation forms the backbone of customized marketing and is a critical step in converting brand strategy into actionable tactics. A robust segmentation process enables effective targeting – a potential group of customers receiving communication through preferred channels from the pharmaceutical companies.
There is an abundance of information in the healthcare world, especially with new databases emerging such as those created through patient claims, electronic health records (EHRs), social media, and new customer engagement channels. Note that electronic medical records (EMRs) generally captures a patient’s specific interactions with specific healthcare activities that result in billing. EHR data is a longitudinal aggregation of patients' EMR data over time.
As a follow-up to our first Pharmaceutical Management Science Association (PMSA) blog on Axtria’s participation in PMSA’s 2018 Annual Conference, we would now like to draw your attention to the thought-leading presentation we have planned for April 30th.