Pharmaceutical marketing has become the key to success especially with the increase in competition, the emergence of digital technology and global tightening of rules that govern ethical drugs. Traditional marketing of pharmaceutical involved pharmaceutical representative meeting the clinician and briefing them about the drug even luring them with gifts like covering travel expenses, meals, books just to name a few. With the government coming heavily to stop such practices, pharmaceutical marketing has to re-tool their strategies to influence health care professionals into prescribing their drug while remaining within the law.
With the emergence of new ethics, pharmaceutical marketing has become challenging. It is essential to understand that the target group of the marketing of pharmaceuticals are health care professionals and which makes marketing to them difficult. Some of the key challenges faced while marketing to health care professional are –
- Highly trained and knowledgeable target group which makes difficult to influence them.
- Extremely busy schedule and difficulty in getting appointment/s.
- Lack of credible data to influence them.
The emergence of digital technology has a potential to solve the data credibility problem. It is interesting to note that healthcare industry is one of the first to adopt electronic technology to make information handy anywhere anytime. Clinicians were the first ones to use pagers, beepers, smartphones, and I-Phones to record their patients’ history (ER). In the same vein, digital technology is being adopted wholeheartedly by the health care professionals, and analytics and big data analysis are increasingly being used in the marketing of pharmaceuticals. Hence pharmaceutical data analysts have come to play an essential role in the formulation of pharmaceutical marketing strategy.
Pharmaceutical data analyst job for the marketing of the pharmaceuticals requires three essential abilities –
- Ability to understand data and to be able to bring out the insights.
- Ability to operate number crunching software Excel, SQL, SPSS and R.
- Thorough knowledge of the medical field and medical terminology and emerging trends in the medical field.
Pharmaceutical data analysts contribute immensely to the success of the firm by auditing cost, the benefit of marketing campaigns, tracking the emerging trends in the market, enhancing the marketing efficiency and by providing insights about the recommendation behaviour by region, by the city, by physician/ surgeon type etc. By doing depth analysis of data, analysts provide credibility to pharmaceutical marketing. But most of all data analysts provide data-driven stories to communicate with the customers and influence their decision making.