EyeForPharma, Philadelphia – I had the pleasure of joining Patrick Richard on the #efpphilly stage today to talk about a new path for innovation in pharmaceutical marketing.
We surveyed registered attendees prior to the conference and found that path isn’t clear today:
We think marketers deserve more certainty.
The good news is: The answer is out there
Most healthcare marketers are deluged with research. There are the prescribing reports, ongoing digital analytics, libraries of syndicated surveys, segmentation analyses, qualitative market research, and so much more. Each with its own methodology and context.
As compelling as each piece of data is on its own, they don’t easily come together to form a single view of the marketplace. And, they certainly don’t qualify and quantify new opportunities. We’re truly:
That’s where predictive analytics comes in. It’s an algorithm and methodology that lets us combine all that data into a single clear picture to create a complete simulation of your real market environment, in a safe digital space.
From there, marketers can test every imaginable scenario of marketing mix, spend, and competitive action. We see the real-world results of each of those simulations in the form of specific revenue forecasts and market share shifts.
Obviously this is really exciting stuff. You can learn more and download a great new report on this new era of accountability and transparency at DataDrivenExpectations.com
We closed the talk with an opportunity for marketers to start to draw their own canvas. This worksheet is designed to help people think through the range of data they already have and what gaps exist in it. Then, they can start to sketch what tactics or practices they’d like to challenge, which they’d like to test and where they need to learn more. Click below to download and try it:
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
