The underlying assumption is that commercial teams can do something at any time, which is the best thing for that customer, to achieve Commercial Operations’ goals. Pharma companies have so much data on the behavior of their healthcare providers (HCPs), which should allow them to jump in at the right time, with the right messaging, in the right channel, and influence that behavior. In pharma, this goal feels both desirable, and finally, achievable. Customization’s logical endpoint is a single marketing strategy for each customer. The idea is that as you increasingly branch your customers onto different marketing journeys, those journeys will be more relevant to the customer, increasing messaging effectiveness. Customization in marketing has inherent appeal.
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