Tuesday, February 26, 2013

Big Data, Email and the New Pharma Marketing Revolution

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Microtargeting: We Can Do it; We Just Don’t!

By Marc Dresner, IIR USA

You’ve still got mail… And it feels so...quaint.

All of us still depend on email every day, but as marketers, we tend to neglect it, underestimate it, and deploy it in campaigns like a blunt instrument while we wait for something better to come along.

It's time we take a step back and put a rumor to rest:

Email is not on life support; quite to the contrary, it’s an untapped marketing goldmine.

That’s according to Dr. Roger Korman, president of DMD, who says any reports of email’s death are outrageously exaggerated.

Korman claims one need look no further than the digital giants—Google, Microsoft, Apple—who've made headlines lately by investing hundreds of millions in an email turf war.

Full disclosure: Korman’s company specializes in connecting sponsors with healthcare industry stakeholders, and email is their digital forte.

Roger Korman
But before you dismiss his claims on the basis of bias, you ought to bear in mind that the former SVP of IMS Health’s credentials are impeccable—I’ve done my homework—and he and his colleagues are doing things with the data collected from email that many pharma marketers haven’t yet recognized are entirely possible.

“Microtargeting is virtually non-existent in the digital space, which is criminal,” says Korman.

Korman stressed that the ability to harness all of the data email generates in order to reach the right individual with the right message at the right moment in the right format on the right device is a massive, unexploited game changer waiting to happen.

“We have the data. We know their routines and preferences at the individual prescriber level,” he said. “Any company that uses even a small fraction of the information that’s available will seize competitive advantage and start to create distance between themselves and their competitors.”

In this podcast interview for Inside ePharma, Korman:

• Dispells major misconceptions

• Outlines the Big Data opportunity

• Explains the need for speed, where med-legal fits and more!

Editor’s note: Roger Korman will personally conduct a special workshop on Creating Effective Email Marketing Strategies at the 12th annual ePharma Summit taking place March 4-6 in New York City.

For more information or to register, please visit www.epharmasummit.com and download our brochure.

It’s not too late to attend Roger’s workshop! Register today and mention code XP1806BLOG to save 10% off the current rate!

Marc Dresner is IIR USA's senior editor and special communication projects lead. He is the former executive editor of Pharma Market Research Report, a confidential newsletter for marketing researchers in the pharmaceutical industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.
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