The Joys and Challenges of Big Data in the Pharma Industry

No matter where you look, big data is everywhere. You notice it every time you browse a website and find ads that are surprisingly well-tailored to your interests, or navigate to social media and read through the privacy statements on your favorite network.

For digital analysts in the pharma industry, this ubiquity of big data is at once a joy and a challenge. On the one hand, it allows the pharma industry to gather research and information about their target audiences that used to be unheard of. But on the other hand, it’s easy to get lost in the vast amount of data available, which is only expected to grow in the near future.

Sifting Through the Pile

“Finding a needle in a haystack” is a common phrase to describe just how challenging the amounts of data can be for marketers across industry. Sure, we have the potential to track everything from a user’s browsing habits to their interests and recent purchases. But how do you filter the data that is relevant specifically for digital pharma? That’s an entirely different challenge.

The key is to identify just what data matters most, and focus on only the segments of your audience most likely to become customers. Once your data and audience segments are narrowed down to that degree, they can be analyzed in a more focused and beneficial way.

Making the Most of Big Data

Recent articles have described the above behavior as a process to turn “big data” into “smart data.” Once we find the relevant data points and key performance indicators, they can be incredibly beneficial for marketing your pharmaceutical products online. Suddenly, you’ll be able to determine not only where your target audience spends their time online, but how to best reach them to get your message across.

Once you turn big data into smart data, its full potential will become clear. The challenge is getting there.

Understanding Customer Behavior  

Whether you are targeting a healthcare professional or a patient utilizing your product, understanding the behaviors of your customer and how they will interact with you, your product and varying other factors is paramount when applying big data to market to your customers. Join Digital Pharma China to learn from international and regional experts on how to deliver ROI, identify success factors and introduce true innovation to your digital capabilities. To learn more about this event, download the brochure or visit the website. Click here to register and be sure to mention Priority Code BLOG.

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