Turning Data into Action

Building a brand story that identifies well with your audience is the most critical and the most important step for any company and product owner. As technology rapidly changes society, more data becomes available which may not always be better. Having data in complete isolation is not effective. To properly collect and use the data that contribute to actionable insights is the goal. Once the data is verified and understood, the next steps would be to flush out, then tighten, up the brand story. The brand story would be developed then by tapping the knowledge of the people on the ground. Those who can identify the trends and then the brand story becomes aligned with the user experience. Looking for disparities and outliers is part of the process.

Many organizations realize the value of the data. Most find it difficult to dedicate the time and resources to collect and structure it in a useful way for strategy. Achieving these results, many have turned to Healthcare Technical Solutions as the trusted advisor to take the data, make it useful and tie it back to the brand story. The brand story generates a user experience, in part and a product that has a depth of relevance and a connection with the user.

Two main trends to watch for:

The rapid rise of predictive analytics in marketing. Predictive analytics now offer insights on target markets, customers and businesses accurate forecasts shaping better business outcomes, strong bonds with brands and users and overall longer-term stability.
The rise of cognitive machine applications, (also known as machine learning applications and artificial intelligence). To augment decisions, identify patterns and decrease human error, fast, ML and AI is here to stay. The key challenge for most is to shape strategy and decision-making. Once the concepts behind the data usage is better understood, we predict there will be a democratization of data within companies.

A few success of how we

Turn Data into Action

Aligning marketing and sales with key target account communications using ABM

Using Account Based Marketing (ABM) IP identification tools to align marketing and sales staff and campaigns with targeted key account communications.

Tactics: A large pharmaceutical company needed to revive its end-of-life (pharma lifecycle), brand, it received multiple FDA approvals for several additional indications. Simultaneously, its sales teams were having difficulty, (if not impossible ability to), gaining access to health care providers (HCPs) inside hospitals, specifically integrated delivery networks, (IDNs). In addition to reaching HCPs prescribing the medications to its patients inside the IDN, there is a team of decision makers that need to be reached to include pharmacists who specify the medication to its formulary. As a result, it needed a communications program that would support educating the HCPs at these targeted hospitals without being invasive to the sanctity of patient-provider confidentiality.

Using data from the client organization and designing a detailed account-based marketing plan that targets key IDN Accounts reached via their IP address while working/researching inside the intranet systems and web-based EHRs. Using key phrases, this very specific display targeting campaign reached clinicians inside these key IDN accounts with messaging as the HCP was conducting research on the disease state or other issues relating to the patient chief complaint.

Outcomes: campaigns with engagement / CTRs exceeded 35% with most targeted campaigns.

Channel funnel activities to deliver priorities, globally

Channel funnel activities to deliver priorities, globally.

Tactics: An Hyderabad, India based information technology services company offering software development, system maintenance, packaged software integration and engineering design services, set up their US-based headquarters in Edison, New Jersey. Using Salesforce and Marketo, they integrated data to identify top prospects. The call to action led to meetings including face-to-face Lunch and Learns with education and networking. These relationships were built and sales were made.

Outcomes: Designed, developed, and executed detailed structure campaign pulling data insights into forefront for a multi-level campaign optimizing opportunity to drive leaders to geo-locally planned lunch and learns at strategic locations / cities throughout the USA. (One sale would have covered expenses of program). Through a one-year execution, drove 400% increase in revenues.

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