Tuesday, March 1, 2016

Personalizing it right: “right content, to the right person, at the right time”

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On day two of the ePharma Summit Steve Case, CEO of REVOLUTION and AOL chairman, gave the keys to success: convenience, community, and personalization. 

In order to make this happen, according to Case, you need better technology to garner senses of community and create tailored innovation even in an industry that is under greater regulatory scrutiny than its peers. 

It seems as though pharmaceutical industries have been able to mesh the ideas of convenience (mobile app accessibility) and community (social media platforms), personalization is where there is room to grow and innovate. 

While social media and mobile technology has made it possible to gather more data for optimized personalized marketing, less than useful data for specific project --or as Martin Johansson, Vice-President of The Medicines Company put it, “crap data” – is being collected all of the time. 

How do we maximize the information, and sift through the “crap” data? The resounding answer echoed throughout the panels is the following: see patients as humans. That is, after all, how patients spent most of their time, as humans. 

So in reality there is no such thing as useless data, and that is something ePharma is well aware of. Partnerships and networks optimize the data gathered and sharing and nothing goes to waste. It’s about maximizing content. 

Nate Gross summarized it best: it’s about getting the “right content, to the right person, at the right time—tailor content to them and their needs“ 

About the author: Sonia Mendoza is a research coordinator at the New York University Medical Center. You can follow her on Twitter at @SM_23_NYC.

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