Customer Data and Analytics

Our four principles for making the most of health care provider data

1: Keep it clean

Identifying and recruiting participants from a data set that is outdated or missing vital information is not a good use of resources. Clean data means more efficient activities with reduced waste, fewer delays, and more effective targeting. And that leads to more effective tactics and a more accurate measurement of effectiveness.

2: Know your health care providers

The more you know about prescribers, the more accurately you can provide highly targeted communications. Including variables such as learning preferences, areas of interest, and prescribers' use of technology make your data more effective. Once data is clean, complete, and includes health care provider practice and profile data, you can deliver the right message to the right audience.

3: Demand data excellence from all stakeholders and service providers

The challenge for sales and marketing professionals is to deploy highly effective tactics with fewer resources. It's critical for all stakeholders and vendors to share knowledge and work together to improve health care provider data. Development of data management and stewardship best practices is an important aspect of maintaining clean, accurate, and useful prescriber and health care provider practice data.

4: Leverage experience and technology for success

Today's multi-channel engagement model requires all aspects of sales and marketing join together for success. Highly effective tactics should be designed around clean, complete, and multidimensional prescriber and health care provider practice data. Rigorous data processes and appropriate technology can be used to aggregate and capture health care provider data. Regardless of the size of investment or the scope of selected tactics—email, direct mail, website, phone, RSS feeds, online chat and even SMS messaging—accurate prescriber and practice data is essential to effectiveness.