Blog: pharma/healthcare

Showing blogs: 1–3 of 3

Sustaining Customers via Text Messaging

Aug 3 2009

I'm being asked more and more from clients in the healthcare and pharmaceutical space about text messaging (SMS) and how it can be used to increase customer retention and loyalty.  Some in healthcare might think this is new idea, but many in this space have been using SMS as a communication channel for several years - not only to help drive retention and loyalty, but more importantly, patient adherence and compliance.

A medical device company I'm currently working with is interested in integrating SMS into their marketing database solution to provide customers another means to receive information.  In addition, this channel is being teed up to provide something back to the customer - reminder messages. 

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Actionable Segmentation in Pharma

May 8 2009

Whether marketing to consumers or Healthcare Practitioners (HCP's), many pharmaceutical companies have changed the way they segment.  HCP segmentation, for example, is no longer driven exclusively by specialty type and rearview mirror volume metrics such as NRx and TRx.  Instead most companies are becoming savvier and incorporating marketing and analytic best practices to build robust customer profiles and segmentation schemes that are based on customer need and value, interest, attitudes, and behaviors.  Integrating customer data from multiple data sources, appending records with commercially available data (census, demographic, interest/lifestyle, etc.) and surveying prospective and current customers to determine attitudes about the disease, treatment programs and tools, and the brand are all part of developing an effective data strategy to be able to tag customers to segments.  The challenge, however, is that newly created segments don't always manifest themselves to customer records that already reside in the database.  So how can you make your segmentation actionable and realize the benefits? 

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Do you know your MarketIQ?

May 5 2009

Do you currently subscribe to MarketIQ, the Quaero e-newsletter?  If so, then you know that our semi-monthly publication boasts an unusual format: all of the content is tied to a central theme, and although the main article is authored by a Quaero thought leader, the remainder of the content is generated by external experts and you, the reader.

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