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Personalized Marketing Approach Increased HCP Responses by 32%

It’s all in the numbers

When we got the opportunity to speak at the Pharmaceutical Management Science Association (PMSA) conference, we never dreamed that our submission would lead to winning an award. We were so excited to learn that our peers voted our poster as "best poster presentation." This poster showed the impact of a personalized tele-detailing approach where 32% of targeted HCPs requested copays or samples, proving that messaging and offers were relevant and desirable.

The event was located in Arlington, VA, and the theme focused on big data analytics. It was fun to “geek out” over big data for three full days. While large portions of the sessions focused on the technical aspect of the data analytics and integration between various data sources such as Anonymous Patient-Level Data (APLD) and Electronic Medical Record (EMR) data, our poster presentation on a CRM case study aligned well with the content being delivered at the conference.

Merkle's unique 360-degree approach to CRM is a great illustration of the impact and application on how businesses can benefit from personalized approaches enabled by big data analytics. Our team was fortunately located by the food, so we had a lot of opportunities to have great conversations! From those conversations we learned that numerous brands are shifting to focus on personalization with an increased attention on analytics.

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