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SEARCH JOBSOmnichannel success in pharma relies on a company’s ability to swiftly adapt sales and marketing strategies in response to changing HCP segments. But most companies today are still dependent on static target lists that become outdated in a matter of months. In fact, IQVIA analysis found that up to 40% of HCPs change segments within six months while target lists are typically refreshed every 12 to 36 months. This disconnect can cost companies significant amounts in lost sales opportunities and ineffective marketing campaigns.
A company’s engagement strategy is only as successful as the accuracy of its HCP segments. With dynamic HCP segmentation and the power of AI/ML, companies can fine-tune their investment allocations and outreach activities to precisely target priority HCPs on a continuous basis. Data, analytics, and insights are used to deliver timely recommendations to sellers and marketers on next best actions such as which doctors to contact and when to contact them based on pre-defined segmentation criteria like prescribing potential for a brand. Dynamic segmentation also provides clarity into contact preferences driven by the doctor’s historical and recent preferences across channels such as face-to-face, virtual, phone, and email. Companies can further identify prescribers that have churned and pinpoint new growth segments.
IQVIA dynamic segmentation becomes more precise with each interaction as it incorporates a closed-loop feedback process. It supports a broad segmentation model based on a range of attributes from different data sets. The central predictive model additionally leverages outcomes data such as message reactions. With IQVIA, HCP segments are refreshed in real-time when source data is updated e.g. channel preferences and suggested messages may change as often as weekly based on activity and reaction data. Dynamic segmentation also helps adjust incentive compensation goals based on the number of open accounts in a geography.
Over time, companies will experience tangible improvements to their bottom line as they consistently reach the right HCPs with relevant messages through their preferred channel at the optimal time. Make the shift from traditional target lists and call plans to data-driven profiling with IQVIA dynamic segmentation.
To learn more about dynamic segmentation, visit the IQVIA Next Best website
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Turn insight into action by surfacing behavior-changing intelligence within daily workflows to deliver the right message at the best time for greater HCP satisfaction.
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Combine data science, technology, and analytics driven by artificial intelligence to support new efficiencies and business insights -- without additional capital investment.
