skip to main content

Pharmaceutical Marketing

Pharmaceutical Marketing

Introduction

Pharma marketing is the definition of the right product for the right person at the right time. From life saving vaccines to treating cold symptoms, pharma brands play an essential role in the daily lives of people. Brands can reach more people and providers, know them better, and measure the best marketing results with Acxiom. 

With powerful data, we help Pharma brands reach people and their healthcare professionals, so marketing is no longer an interruption, but a conversation.

Acxiom works with pharma and associated brands to provide data, enhance data, and analyze data. With Acxiom, brands have more data about people and providers. Using that data that is enhanced by internal and Acxiom analytics, they will be better able to reach the right audience at the right time with the right message, measure the success of, and re-direct future campaigns — and have greater insights into providers as people.

Challenge: Access to First-Party Data

Pharma companies have some but limited first-party data to inform efforts to expand, engage and optimize customer/patient experiences. They also have some data about healthcare providers but seek more relevant information to know them better and market to them as people and not just clinical providers.

Knowing providers and people better by collecting, analyzing, and acting on information will let the brands achieve personalization, measurement, and business goals. Acxiom achieves this in a trusted HIPAA-compliant environment with ethically sourced data. We work with brands to fill in the gaps to provide a clear and single view of the patient/prospect for both marketing and then engagement. Real-time personalized engagement is a capability and Acxiom solutions work with existing technology platforms that the brand has now. Privacy-compliant marketing analytics is also a benefit across integrated digital and known data sources.

Solution: Real ID 

We work with brands to collect, analyze, and act on ethically sourced data. Maximizing insights into people can show a lift of 2-3x in identifying visitors to a brand’s website using a first party identity tag linked to an identity graph. This graph will build over time as it can combine known and online information. In addition to getting to know people better, this data can improve the ability to measure and adapt campaigns and improve future results. 

Acxiom achieves this in a trusted HIPAA-compliant environment with ethically sourced data. We work with brands to fill in the gaps to provide a clear and single view of the patient/prospect for both marketing and then engagement. Real-time personalized engagement is a capability and Acxiom solutions work with existing technology platforms that the brand has now.

Challenge: Understanding and reaching the right audience for your solution 

Solution: Acxiom Audience Data and Distribution

Acxiom delivers accurate and powerful third-party descriptive and touch point data to nearly all addressable U.S. consumers. This provides comprehensive consumer insights with more than 1,500 attributes for U.S. consumers and households.

  • Choose from ready-to-go segmentation or advanced modeling techniques to build audiences
  • Prescribing activity
  • Assess and increase marketing effectiveness with more effective customer understanding
  • Compare and contrast audiences with Data Portrait Analysis (DPA) reporting  

THIS:

  • Increases the accuracy and predictive power of marketing efforts.
  • Improves response rates 
  • Reduces marketing costs 

Acxiom data has powered successful marketing efforts for almost five decades, and today it powers engagement in the digital ecosystem—all while protecting consumer privacy and anonymity. Acxiom also fills in the gaps in your customer contact information by providing current email, telephone and address information.

Challenge: Knowing more about HCP as people to also speak to them in the context of their interests and demographic information

Solution: Acxiom Identity Graphs

Going beyond the prescriber to the person and enabling a personalized and contextually creative campaign program to increase the relevance of information and provide a more personalized set of messages to HCPs. Part of the solution is the identity graph for HCPs.

Connecting with Healthcare Providers (HCP)

Acxiom Pharma clients that wish to focus on development of HCP relationships have more options than ever. Our experience HCP programs over 25 years supports the following:

  1. Maintain centralized HCP ID graphic, use AMA file along with NPI to first confirm HCP ID
  2. Link consumer enhancements to the HCP in order to understand the full view of the HCP, both value (high decile) and needs, what the HCP would like
  3. Create standards of HCP data across brands and consider this a corporate asset
  4. Create partnerships with flexible platforms that can support and ingest HCP data for targeting and script level measurement
  5. Create HCP steering committee or oversight to share best practices and results across enterprise