Making the Most of Your Investment in Patient Level Data
Article Excerpt
Patient level data is quickly gaining widespread usage among pharmaceutical marketers eager to utilize it to gain new insights into the marketplace. Investigating the data currently available for purchase in this space can be overwhelming. Compared to a few years ago, there are now so many different options to explore. And in comparison to the traditional physician level data sources the industry has long relied on to understand and predict customer behavior, these new data sources are considerably more complex. Therein lie the power and the potential advantage that have marketers in the industry so excited.
But because patient level data is relatively expensive for companies to acquire, and so many vendors are now offering different versions of this data, pharmaceutical companies are far from maximizing their investment or even expressing confidence in the ROI on this new type of data. In our work helping pharmaceutical clients leverage these promising new data sources, we've identified several steps companies can take to ensure maximum benefit from their patient level data investments. ...
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About the Authors
Ganesh Vedarajan is a principal with ZS Associates.
Angela Bakker Lee is a Principal with ZS Associates.