Video Transcript – Jeff Gold, Principal
As you know, health care companies have invested millions of dollars over the last couple years to ensure they’re compliant with the Sunshine Act. They’ve built quite elaborate systems, processes, databases to be able to capture all of their spend data about each of their customers.
Well, now that organizations have all this data in house—and it's not just the data they have in house about their customers, but their competitors are publishing this data as well publicly. So companies have this opportunity to leverage this huge investment to actually make better sales and marketing decisions.
Understanding who their customers are, how they're investing in each one of them, and what the ROI of those investments has been over time will help them be able to make better investment decisions going forward.