About this paper
With billions of dollars at stake, it is time for the pharmaceutical industry to take a cue from successful marketers in financial services, retail, hospitality and gaming. Those industries long ago embraced sales and marketing approaches based on data and advanced analytics – replacing gut feel and intuition with fact-based decisions. This white paper describes how pharmaceutical organizations can use analytics to improve returns on marketing dollars by directing the right investments to the right targets through the most effective channel mix.
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