Nearly two-thirds of U.S. senior business decision-makers rank big data/analytics first among the technologies necessary for enhancing the customer experience. A similar number put “improving data analysis capabilities” at the top of their priorities.
Effective marketing clearly requires data, and in pharma marketing, much of this information comes from four critical databases. In this blog, we’ll review the differences between drug distribution data, prescription claims data, electronic health records, and audience identity data. We’ll also consider how each data set evolved to support effective digital marketing campaigns.