This FiercePharma article talks about the partnership between inVentiv Health Communications, a purpose-built collective of agencies focused on supporting health and biopharmaceutical innovators, and Concentric, Inc., a software company. Talking about how inVentiv is using predictive data capabilities for marketing in partnership with Concentric, Patrick Richard, inVentiv Health Communication’s Managing Director of Data Science says that “Predictive modeling or data analytics tend to look from a script financial side in doing projections or looking at media ROI or other ROI around specific areas, cobbled together across multiple groups. What we’re saying is ‘That’s great, but can you give us some of that data so that we can look at not just segmentation and ROI around scripts, but also things like inertia versus active decision-making?’"

This content is repurposed from FiercePharma.