{"id":27808,"date":"2022-01-30T15:01:51","date_gmt":"2022-01-30T15:01:51","guid":{"rendered":"https:\/\/digitalhealthcoalition.org\/?page_id=27808"},"modified":"2022-05-23T23:01:09","modified_gmt":"2022-05-23T23:01:09","slug":"article-pharma-marketers-need-to-ask-the-right-questions-christopher-stein-january-2022","status":"publish","type":"page","link":"https:\/\/digitalhealthcoalition.org\/?page_id=27808","title":{"rendered":"Article: Pharma Marketers Need to Ask the Right Questions &#8211; Christopher Stein &#8211; January 2022"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"27808\" class=\"elementor elementor-27808\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fa8e750 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fa8e750\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-872652a\" data-id=\"872652a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c75b1b7 elementor-widget elementor-widget-heading\" data-id=\"c75b1b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Article<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7dee6c7 elementor-widget elementor-widget-heading\" data-id=\"7dee6c7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Pharma Marketers Need to Ask the Right Questions to Get the Right Answers<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-fa45728 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fa45728\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-aea3ea5\" data-id=\"aea3ea5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-10d8828 elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"10d8828\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"far fa-calendar-alt\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-bf4d580\" data-id=\"bf4d580\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-89f2224 elementor-widget elementor-widget-heading\" data-id=\"89f2224\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">January 2022<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-8705696 elementor-widget elementor-widget-image\" data-id=\"8705696\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1280\" height=\"852\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/01\/question-3838906-1280.jpg\" class=\"attachment-full size-full wp-image-27837\" alt=\"pharma marketers\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/01\/question-3838906-1280.jpg 1280w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/01\/question-3838906-1280-300x200.jpg 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/01\/question-3838906-1280-1024x682.jpg 1024w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/01\/question-3838906-1280-600x400.jpg 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/01\/question-3838906-1280-768x511.jpg 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a0431b5 elementor-widget elementor-widget-spacer\" data-id=\"a0431b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-53cd70e elementor-widget elementor-widget-heading\" data-id=\"53cd70e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Asking Questions that Gather Actionable Information<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1264353 elementor-widget elementor-widget-text-editor\" data-id=\"1264353\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>One of the big pitfalls faced by pharmaceutical marketers when shaping data-driven customer engagement strategies is asking the wrong questions of the data. Many of the questions being asked today\u2014What was the email open rate? How many healthcare providers (HCPs) clicked on a banner ad? What was the behavioral effect of this single interaction?\u2014are in fact the wrong questions to ask, according to pharmaceutical marketers and data scientists from GlaxoSmithKline (GSK) and Veeva.<\/p><p>Several experts shared their insights on customer engagement strategy at the <a href=\"https:\/\/digitalhealthcoalition.org\/january-hybrid-summit-series\/\">Data-Driven Decision Making Summit<\/a> on January 20, which was co-hosted by the Digital Health Coalition (DHC) and GSK. It included speakers from GSK, Boston Children\u2019s Hospital, Veeva, Komodo Health, Relevate Health, and RxDataScience.<\/p><p>In a panel moderated by <strong>Amy Turnquist<\/strong>, Principal in North Highland\u2019s Life Sciences practice, GSK\u2019s <strong>Jim DeLash<\/strong>, Director of Multi-Channel Marketing, shared that pharmaceutical marketers should be asking questions that gather actionable information. Marketers can drown in data, asking too many nice-to-know or curiosity-satisfying questions that won\u2019t generate actionable insights. DeLash said, <em>\u201cJust because we can do something doesn\u2019t mean we should do something&#8230; People are spending time on things that just don\u2019t matter.\u201d<\/em><\/p><p><strong>Ben Waters<\/strong>, Director of Analytic Services at Crossix (Veeva), agreed, saying that curation is a real value-add that can be brought by data scientists. As analytics tools have grown to ingest larger and larger datasets, the risk of overwhelming the marketing decision-maker with too much information has also grown. But, analytics tools and data scientists can increasingly curate that data and add a human touch to provide the most relevant insights to the marketer.<\/p><p>Leveraging data to provide context is also extremely important when developing a holistic omnichannel strategy that orchestrates all customer touchpoints to optimize for the desired customer behavior. <strong>Ozgecan Uluscu<\/strong>, Senior Director of Insights &amp; Analytics at GSK, said, <em>\u201cMeasuring the single interaction doesn\u2019t matter. We\u2019ve been looking at it channel by channel and execution by execution. We have to change how we\u2019re looking at it. Measuring that one KPI is important in the context of all the other things you\u2019re measuring around the customer.\u201d<\/em> Part of this goes beyond measuring the effects of each interaction, according to Waters and Uluscu. Pharma marketers also need to ask broader questions about brand sentiment that measure the cumulative effect of every interaction between the HCP and the brand.<\/p><p>Gathering and analyzing the data to generate hypotheses are only the start of a successful data-driven marketing strategy. Companies need to test these hypotheses in experiments with control groups so that the benefits or costs of new strategies can be empirically assessed. Uluscu called experimentation the <em>\u201choly grail\u201d<\/em> of pharma marketing, but said, <em>\u201cThe roadblock is more that, to do experimentation, we need to take some risks. We have to have a control group. That\u2019s not a very popular idea for the business.\u201d<\/em> The business may fear that they will \u2018miss out\u2019 on potential lift from a new, data-driven marketing approach, but there\u2019s no way to really know if the new approach made a difference without running a controlled experiment.<\/p><p>Data-driven pharma marketing organizations have to be structured to test new data-driven approaches, learn from them, and iterate. This requires close collaboration among business stakeholders, marketers, data scientists, and creative agencies to build an integrated feedback loop. Without a customer-centric and data-centric structure, pharma companies will find it impossible to create effective customer-centric and data-centric marketing strategies.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-7b8cfea\" data-id=\"7b8cfea\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-28e045e elementor-widget elementor-widget-heading\" data-id=\"28e045e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">About the Author<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cf1cd9 elementor-widget elementor-widget-image\" data-id=\"9cf1cd9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"200\" height=\"200\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/01\/christopher-stein-headshot.jpg\" class=\"attachment-full size-full wp-image-27817\" alt=\"Christopher Stein\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/01\/christopher-stein-headshot.jpg 200w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/01\/christopher-stein-headshot-150x150.jpg 150w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3447f30 elementor-widget elementor-widget-heading\" data-id=\"3447f30\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Christopher Stein<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d42098f elementor-widget elementor-widget-text-editor\" data-id=\"d42098f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Christopher is a Management Consultant at North Highland. You can learn more about him on <a href=\"https:\/\/www.linkedin.com\/in\/christopher-stein-2537a577\/\" target=\"_blank\" rel=\"noopener\">Linkedin<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c058644 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c058644\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ad99af elementor-widget elementor-widget-heading\" data-id=\"6ad99af\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">What to Explore Next<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e68f329 elementor-widget elementor-widget-image\" data-id=\"e68f329\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"606\" height=\"400\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/07\/customer-experience-pharma-600x396-1.jpg\" class=\"attachment-full size-full wp-image-23871\" alt=\"customer experience in pharma\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/07\/customer-experience-pharma-600x396-1.jpg 606w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/07\/customer-experience-pharma-600x396-1-300x198.jpg 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/07\/customer-experience-pharma-600x396-1-600x396.jpg 600w\" sizes=\"(max-width: 606px) 100vw, 606px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4ee20f elementor-widget elementor-widget-heading\" data-id=\"f4ee20f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/digitalhealthcoalition.org\/article-emerging-technologies-are-changing-how-pharma-interacts-with-customers-north-highland\/\">Emerging Technologies Are Changing How Pharma Interacts With Customers<\/a><\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c895d1b elementor-widget elementor-widget-text-editor\" data-id=\"c895d1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tAs digital consumer products grow more intuitive, convenient, and ubiquitous, pharmaceutical companies are being forced to rethink traditional ways of engaging customers. <a href=\"https:\/\/digitalhealthcoalition.org\/article-emerging-technologies-are-changing-how-pharma-interacts-with-customers-north-highland\/\" target=\"_blank\" rel=\"noopener\">Read More &gt;&gt;<\/a>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c03fc3f elementor-hidden-phone elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c03fc3f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span 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elementor-widget-heading\" data-id=\"a99bea3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Subscribe<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c505518 elementor-widget elementor-widget-text-editor\" data-id=\"c505518\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Subscribe to our newsletter to get the latest insights &amp; research.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7c55d9 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"a7c55d9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div 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