Big Data How to do pharmaceutical marketing?

With the development of Internet technology and the full formation of the whole media environment, "Big data" has become the new era subject word. The massive data generation has spawned the massive collection, the storage, the management, the analysis, the excavation and the application new technology system, at present these technical service has applied in all walks of life.

Large Data Science applications

Pharmaceutical industry is a special industry, with a complex type, a large number of customer groups, innovative pharmaceutical products and services, as well as the pharmaceutical industry itself determined by the characteristics of the complex operating model. In drug marketing, the drug sales process will accumulate a large number of data, including day-to-day sales management data, internal sales and financial data, doctor customer data, patient medical records data, economic data and so on. The use of these data can achieve accurate drug marketing. Some insiders pointed out that, based on large data, the future trend of pharmaceutical marketing is: to grasp the personality needs of consumers, precision marketing, and consumers to establish a benign and effective interaction, timely access to consumer feedback, based on customer needs to develop strategies and tactics, integration of traditional media and new media publicity resources.

The marketing manager of a multinational pharmaceutical company told reporters that the data used in drug marketing are divided into first-hand data and second-hand data. One-hand data is that, through their own actual market research to collect sorted out data, and the Ministry of Health and other authoritative institutions issued by the incidence of disease, awareness, attendance rates and other data; Second-hand data refers to the various data that companies buy from specialized data companies, such as the data of IMS, which is preferred by multinational pharmaceutical companies. The use of these data, can make the company marketing more accurate, limited sales resources can get the maximum return, to achieve the so-called "intelligent marketing."

The marketing manager gave the reporter an example: A company is ready to market a new product, first of all to obtain the treatment of the field in each market sales data. The region that has the best sales data is the area where the incidence of the disease is higher or the level of awareness of the drug is higher, and these areas are the first areas to be launched in the new listing activities. At the same time, the sales data of hospitals and departments in these areas can clearly show the market occupancy of competitors. At this point, different companies will adopt different sales strategies. The strength of the company will choose the strongest competitors in hospitals and departments shot, relying on a strong strength to eat raw rivals, and weaker companies may be easy to choose a weak competitor to the strength of hospitals and departments to carry out marketing activities. After the implementation of the marketing plan, the effect of how to rely on data to prove. If the data show that competitors are still growing fast, but their growth is not obvious, then through market research, continue to get the primary data to find out where the problem is, is the problem of the plan itself, or the opponent to adopt an effective response strategy, or the market environment has changed, or marketers have changed, and so on. Figuring out where the problem is is helpful in adjusting the marketing strategy in time to get the best results.

Large data marketing requires enterprises to understand the individual customers, and have the ability to different customers adopt differentiated sales strategy. Data analysis and mining, is the foundation of lean Marketing: Through data analysis to understand customers, achieve "fine", through data mining, different customers adopt differentiated sales strategy, to achieve "benefits."

Obstacles remain to be broken

Huang Donglin, chief consultant for medical services at Frost & Sullivan, said that Chinese pharmaceutical companies have not yet set up a good large data model, and that only some companies are trying to apply CRM systems or patient management systems. CRM also called Customer Relationship management system, is the use of information technology, to achieve marketing, sales, services and other activities of automation, enterprises can more efficiently provide customers with satisfactory, thoughtful service to improve customer satisfaction, loyalty for the purpose of a management mode. Customer relationship management is not only a management concept, but also a software technology. Customer-centric management concept is the foundation of CRM implementation.

In fact, there are still some misunderstandings in the application of CRM in Chinese pharmaceutical enterprises. For example, many pharmaceutical enterprises in the selection of CRM system, blindly advocating the products of foreign CRM software applications, think that foreign software manufacturers technologically advanced, experienced, and some have a certain price advantage, is unmatched by local products. In fact, foreign software suppliers are familiar with foreign pharmaceutical sales channels and methods, they do not understand the Chinese market needs and expectations. Chinese pharmaceutical enterprises should pay more attention to choose their own scheme when choosing CRM system. At the same time, the successful application of CRM system not only has a great relationship with the implementation experience and technical level of CRM program supplier, but also is closely related to the propulsion of the enterprise itself. The CRM system will involve many layers within the pharmaceutical enterprise, so it is essential to obtain the cooperation of various departments within the pharmaceutical enterprise, including sales, marketing, technical support, finance and production distribution. In the local pharmaceutical enterprises, there are usually three obstacles in the application of CRM system: lack of effective communication between departments, poor quality of data and low degree of cooperation among sales staff. Only by breaking these barriers can the domestic pharmaceutical industry really enjoy more of the big data benefits.

Bianhouyu

With the development of bio-information technology, it is no longer a theory to improve the efficiency of innovative drug research and development, and it is possible to make a breakthrough in the diagnosis of diseases and individualized treatment. Based on large samples of health economics and curative drug information statistics, to touch the "moving" drug pricing; Can solve the shortage of medical and health resources ... The pharmaceutical industry, under the big data thinking, is moving towards the goal of high efficiency, environmental protection and intelligence.

Of course, the road ahead is long and obstacles are on the way: The data standard scope is too narrow, the universality is poor, but also lacks the fair, the Open data sharing mechanism, the data control and the analysis ability is not strong, the profit pattern has not been found; And for Chinese pharmaceutical enterprises, whether to dig Bokhary data era, not only need enough courage, but also inseparable from the government's guidance.

"Data is wealth. As the famous Futurist Toffler in the third wave, the third wave of the colorful movement begins to play as the big data age unfolds. Let us wait for the good news, let us create together.

Original link: http://news.pharmnet.com.cn/news/2014/05/21/397715-1.html