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Data Integration Can Drive Successful Marketing to Physicians

Ryan Roberts

by Ryan Roberts

In the post Affordable Care Act world the healthcare universe is looking a bit like an alternate universe at the same time we are finding ourselves operating in today’s knowledge economy.

Combined, these factors are forcing pharmaceutical and medical device companies to meet customers changing needs, behaviors, and expectations with new systems and processes.

We know that shifts in buying power have contributed to diminishing access to HCPs, and more than ever companies need to make sure their sales teams optimize the time they do get with docs.

We also know that the old push style of communications from the blockbuster drug era is out the window, and it’s being replaced with a need for agile, customer centric selling.

To drive success in this multi-faceted and complex selling environment companies need to adopt innovative and integrated approaches to data management.

As marketers examine how they are making the most strategic use of their data to empower their sales teams to effectively communicate with prescribers today they would do well to consider the following:

Personalized Selling Efforts Have to Begin With Your Data

It makes it easier for HCPs to make prescription decisions when your team is enabled to talk about how your product is covered by the relevant plans, healthcare systems, or as compared to your competition. Having ways in place to easily and reliably integrate updated market access information into your HCP messaging is a must.

Your Internal Intelligence is Powerful

Internal intelligence is often overlooked, or even considered to be too difficult to collect. However, when marketers have access and are truly able to harness the insights of their teams they are better able to plan and execute personalized tactics that enhance HCP engagement.

It isn’t just information collected from field sales that can enhance personalization efforts either. Cross-functional team members like those in managed care, commercial accounts, and others also have important information to contribute. This may include; more in-depth coverage data and reimbursement data. It could also shed light on the impact of specific IDNs on HCP prescribing behavior.

Third Party Data Needs to be Used Effectively

Many companies choose to buy third party coverage information, IMS data, and demographic information which can be layered and incorporated into personalization efforts with the help of the right technology. This gives your sales teams stronger and more compelling narratives to share about your product(s).

However, it is important to note that workflow controls that are both automated and have a human component need to be in place to ensure that all of the information shared throughout the system is properly vetted and reliable at all times.

 In all, life sciences companies can and should do more to make their data work for them to better compete in today’s personalized HCP selling environment.

 

 

Interested in learning more about data integration for enhanced HCP engagements? Check out these resources too.


 

Topics: Knowledge Management, Customer Engagement, HCP Sales & Marketing