Data Driven Insights
Begin by looking at the flow to get a sense of the flow zones that represent the high level steps used to turn our disparate input data into actionable insights.
Explore !The goal of this adapt and apply solution is to identify key drivers of adoption for pharmaceuticals to design smarter and more effective marketing campaigns by using regression models in Dataiku. More details on the specifics and requirements of the solution can be found on the knowledge base. This solution is available on installed instances and Dataiku Online.
Like any business, pharmaceutical companies depend on strategic marketing campaigns to increase the reach and knowledge of their products and ultimately boost sales. Modern marketing benefits from the usage of multiple channels of messaging to inform health care providers (HCPs) in a variety of ways.
But wait, what are we exactly talking about?
We need to differentiate the use of multiple channels in a siloed manner vs. the true omnichannel marketing which consists in targeting prospects/clients (here, HCPs) with the right channel (emailing, phone calls, online ads), with the right content (product vs. informative) and at the right time. To do so, pharmaceutical companies need to answer the following question: what are the best marketing channels to engage with each HCP while optimizing marketing spend?
Data and modeling are key to answering this question. Using historical data – sales, marketing, HCP preferences, etc. – to forecast future marketing performances generates many benefits. On one hand, it improves the HCP relationship with the brand, by fostering trust, ensuring adoption and loyalty, creating a close to 1:1 relationship. On the other hand, it enables pharmaceutical companies to truly assess the performances of marketing channels and how they interact with each other. Overall, both the HCP experience and the marketing efficiency are improved.
Begin by looking at the flow to get a sense of the flow zones that represent the high level steps used to turn our disparate input data into actionable insights.
Explore !Bring in data from multiple sources to be blended and aggregated with one another by account into a singular dataset containing sales and marketing outreach data.
Explore !Understand how long it takes for marketing action(s) to impact future sales, and input the optimal time frame in order to generate the most accurate insights.
Explore !Correlate marketing outreach for HCPs to the sales of our pharmaceuticals to better understand past marketing campaigns, and design more effective campaigns for the future.
Explore !View the output from models and explore data further with the pre-built charts, graphs and tables specifically designed to quickly and easily identify issues.
Explore !