Transforming Pharma and Life Sciences Experiences With the Power of Customer Data

Data has always played a role in accelerating drug development and informing research studies or clinical trials. But now, data has also become a central part in how pharma and life sciences brands market to healthcare providers (HCPs) and patients.

Clinical outcomes, price, and volume are no longer the sole consideration–or the sole definition–of value for HCPs and patients. They now expect brands to deliver relevant content and experiences on the right channels, at the right time, and with consent. Doing all of this requires not just data, but connected customer data.

Becoming Partners in Care

The accelerated adoption of digital channels, and the growing complexity of privacy regulations, have left many brands with a fractured data ecosystem. While the result can be a significant decrease in the effectiveness of sales and marketing efforts, there are ways to fix the data disconnect to become a better partner in care. It starts with first understanding how HCP and patient expectations of experiences have evolved.

In today’s world, HCPs and patients have three core mandates from pharma and life sciences brands:

• Inform me, with education
• Respect me, with privacy
• Engage me, personally

Powering Personalized Engagement With a CDP

A customer data platform (CDP) can help you achieve these mandates by:

• Overcoming the data and insight disconnect

A centralized and connected data ecosystem can take millions of interactions scattered across digital and non-digital systems and connect these data sources, identities, and consent preferences, to deliver personalized marketing and sales interactions efficiently and effectively.

• Operationalizing insights

With more data coming in across a wider array of channels, marketers and sales reps can struggle to unite around a common understanding of HCP or patient data. A CDP creates a holistic view of the customer journey, and applies AI-powered predictive modeling based on previous behaviors to identify the next-best actions sales reps and marketers can take when engaging with HCPs or patients.

• Optimizing acquisition costs and lifetime value

It’s important to understand lifetime value and cost acquisition to measure and optimize the ROI of marketing and sales efforts<. The key to optimizing these metrics is to dynamically sync all touch point systems–ads, web, social, sales interactions, call center data, and campaign tools–to create connected customer journeys.

• Orchestrating connected customer experiences

Patient and HCP journeys are dictated by the individual, and are spread across many channels. To meet expectations for personalized experiences, it’s necessary to understand what stage people are in their journey, and orchestrate the next-best response–ideally, with operations and engagement aligned to control the timing and channel delivery.

Brands are already using customer data platforms to create personalized connections. For example, one global life sciences leader was able to use unified customer profiles created by Customer Data Cloud to efficiently engage more than 170,000 HCPs in their database.

They did this by segmenting their audiences, and providing millions of personalized topic recommendations to their sales reps to send through the right channels, at the right time. These efforts resulted in a 36% uplift in re-engagement rates and a 22% increase in email open rates.

Creating New Provider and Patient Experiences

How pharma and life science brands engage with HCPs and patients is evolving. Now, there’s a greater need to be able to connect customer data across offline and online channels, segment audiences, and predict next-best action to deliver personalized experiences–all while remaining compliant with HIPAA and other data privacy and security regulations.

We’ve put together a comprehensive guide that breaks down unique ways pharma and life sciences brands can securely unlock the value of their data to drive business value and build a data strategy that sets them up for success now—and in the future.

Click here, or on the banner below, to explore what’s possible.