How pharma marketeers can simply and more effectively integrate available data to generate better insights and to drive their marketing campaigns

1. Source image Getty Images
IT'S ALL ABOUT (YOUR) DATA
LEVERAGING DATA
FOR YOUR DIGITAL
CAMPAIGNS

4. I WANT YOU IN MY TEAM

5. BEFORE DURING AFTER

6. BEFORE DURING AFTER
Market research
• Qualitative
• Quantitative
Ad boards
F2F discussions
Sales data (weekly)
Market research
• Qualitative
• Quantitative
F2F discussions
Channel data
Sales data
pre during post
intensity

8. Retrospective data
A/B message testing
Polling
Google
• Competition
• Market
Syndicated data
Sales data (mthly)
F2F discussions
Channel data
Sales data (mthly)
pre during post
intensity
Engagement
NPS
Health care tools Health care tools Health care tools
BEFORE DURING AFTER

9. ✓ Expensive
✓ Delayed results
✓ Strong methodology
✓ Biases (e.g. recruitment)
✓ Universal
✓ Generating some options
✓ Rigid
✓ Lower costs
✓ Real Time
✓ Less powered methodology
✓ Real Life
✓ Could be overwhelming
✓ Generating multiple options
✓ Agile

11. For your targeted customers:
1. Who is interested in the indication
2. Are they engaged about the disease
3. Geographical info
4. Customer demographics

13. TAILORED RESULTS ?
ACTIONABLE ?

14. ROI ?
TAILORED RESULTS ?
ACTIONABLE ?
CHANNEL METRICS

16. Healthcare tools
Your customers : patients, HCP’s, Hospitals are using them

17. Medical advice exchange
Chronic diseases
Hospitalization follow up
HCP network
Drug
door to door
Delivery
HCP Appointment
management tool
Virtual
Reality for
healthcare

18. • Where customers go
• When they go
• Sometimes why they go
• How often they go
• Who is going (demographics)

20. NPS : % promotors (green) - % detractors (red)

22.  # of appointments/account
 # of advices request (patient => HCP)
 # of VR used before CT SCAN
 Demo profile patients asking advice
 # of readers of article about lung
cancer
 Overall activity competition
 # of appointments/account
 # of advices request (patient => HCP)
 NPS channels/tactics
(Webcast, reps, newsletter)
 # of VR used before CTSCAN
 Open rate newsletter
 Market share growth
Illustrative example
for an oncology
treatment
PLAN TEST EXECUTE
MONITOR
MEASURE
COMBINE
INSIGHTS
DEFINE
OBJECTIVES

23. ➢Those who collect, are responsible to tell the customers why they
collect and what they do with the data
➢Opportunities for Pharma ?

24. DATA should drive
Strategies not TACTICS
Leverage REAL WORLD
INSIGHTS, but not only
COMBINE
Insights
Data PROTECTION as a
new marketing LEVER
Ally w/healthcare
SERVICE TOOLS

25. ➢25 experience in Pharma
➢Freelance Consultant at Pinchart and Associates
➢Owner and CEO of Advelox
The Art of Pinching
Contact details
pinchartandassociates@gmail.com
0475/877 036