Big Data, Email and the New Pharma Marketing Revolution
Microtargeting: We Can Do it; We Just Don’t!
By Marc Dresner, IIR USA
You’ve still got
mail… And it feels so...quaint.
All of us still depend on email every day, but as
marketers, we tend to neglect it, underestimate it, and deploy it in campaigns like
a blunt instrument while we wait for something better to come along.
It's time we take a step back and put a rumor to rest:
Email is not on life support; quite to the contrary, it’s
an untapped marketing goldmine.
That’s according to Dr. Roger Korman, president of DMD,
who says any reports of email’s death are outrageously exaggerated.
Korman claims one need look no further than the digital
giants—Google, Microsoft, Apple—who've made headlines lately by investing hundreds of millions in an email turf war.
Full disclosure: Korman’s company specializes in connecting sponsors
with healthcare industry stakeholders, and email is their digital forte.
Roger Korman
But before you dismiss his claims on the basis of bias,
you ought to bear in mind that the former SVP of IMS Health’s credentials are
impeccable—I’ve done my homework—and he and his colleagues are doing things
with the data collected from email that many pharma marketers haven’t yet
recognized are entirely possible.
“Microtargeting is virtually non-existent in the digital
space, which is criminal,” says Korman.
Korman stressed that the ability to harness all of the data email
generates in order to reach the...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: 2013 epharma summit DMD Digital Marketing for Pharma Source Type: blogs
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