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The time to embrace people-based marketing in pharma is now—but how? Now more than ever, pharma marketers have an opportunity to build personal and direct relationships at scale and can find opportunities to leverage people-based marketing (PBM) to reach both consumers (patients, caregivers) and healthcare providers (HCPs) on a deeper level, and drive measurable results.
In an ideal world, we have all the data needed to answer our client’s questions. However, the ideal is not always our reality, so we need to determine new strategies for addressing client needs. Micro-segmentation allows for the grouping of consumers into more specific, focused audiences within the client’s segmentation and market.