CDP World 2024 featured many standout keynotes, but one in particular caught the attention of attendees. Ross Williams, Global Capability Owner: Data-Driven Engagement at Boehringer Ingelheim, not only brought his signature sense of humor to the stage—he also shared a remarkable and unique customer data platform (CDP) story that left a lasting impression.

Ross touched on a critical challenge: the growing pressure to deliver seamless, personalized customer experiences. For Boehringer Ingelheim, the world’s largest privately held pharmaceutical company operating across 130 countries, addressing this means a bold shift. Their solution? A unified data strategy connecting every touchpoint.

Here are key insights from Ross’ enlightening presentation:

Unified Data: The Key to Seamless Customer Experiences

One powerful takeaway from Ross’ keynote that really stood out is this: “Customers don’t care about your channels—they care about a consistent experience. Whether online or offline, every interaction should feel connected and personal. That’s why unifying our data became a priority.”

The concept of “omnichannel” marketing has been a buzzword for years, yet it surprisingly doesn’t come up as often as you’d expect in conversations about CDPs, customer data, and AI. Ross highlighted this during his keynote, and it really struck a chord with the audience—omnichannel experiences and CDPs go hand in hand, like peanut butter and jelly.

From Proof of Concept to Global Scale

Boehringer Ingelheim began their journey with a proof of concept (POC) to test whether Treasure Data CDP could activate data across channels, scale insights, and transform how they engage customers. The results? Game-changing.

One marketer put it best: “The CDP lets us plan for our customers, not just for our channels.” This shift enabled teams to move faster, think strategically, and prioritize customer-centric initiatives.

The Golden Data Foundation: Scaling with Speed and Flexibility

After proving the concept, Boehringer Ingelheim scaled its efforts globally with the Golden Data Foundation—a standardized yet adaptable framework designed to unify data and empower teams to deliver exceptional customer experiences.

The Golden Data Foundation creates a scalable structure balancing global consistency with local flexibility through several key components:

• Standardized data points for consistent, simplified integration.
• Reference use cases to guide confident local execution.
• Streamlined onboarding to speed implementation.
• A training sandbox for skill-building and testing.
• Cross-collaboration strategies via the Center of Excellence.

This framework enables faster market actions, focuses on high-impact initiatives, and supports precise, customer-centric strategies. By blending standardization with local adaptability, Boehringer Ingelheim sets a global CDP success benchmark.

Omni-channel Experiences starts with the CDP

The ability to connect customer experiences across channels isn’t just a goal—it’s a necessity in today’s world. Yet, it’s a challenge most companies struggle to solve. As Ross emphasized, achieving a true omnichannel experience starts with a unified view of the customer, and that’s where the CDP proves its value. Without it, the idea of seamless customer engagement remains out of reach.

The Golden Data Foundation powers Boehringer Ingelheim’s omnichannel strategy by bringing customer data together in one place. This unification enables the delivery of consistent, personalized experiences at every touchpoint. Whether it’s an email, a social ad, or an in-person interaction, the CDP ensures every channel works in harmony to tell a cohesive story, meet customers where they are, and drive meaningful connections.

The Center of Excellence: Driving Adoption and Value

The Center of Excellence (CoE) plays a pivotal role, managing the technical complexities of data integration and activation while supporting local teams to deliver quick wins. Within the first 90 days of launching in a new market, the CoE builds segments, identifies channels, and launches initial campaigns to demonstrate the CDP’s value.

With this framework, implementation time dropped from six months to just 90 days. This rapid rollout saved costs and allowed local teams to focus on driving results, not on setup. This combination of centralized support and local ownership has been key to Boehringer Ingelheim’s success.

Key Takeaways: Perfecting the 90-Day Rollout

Boehringer Ingelheim’s CDP rollout offers key lessons for creating seamless, personalized customer experiences at scale:

1. Unified Data Enables Omnichannel Success Customers expect consistency across touchpoints. A unified data strategy ensures connected, personal interactions, making CDPs essential for omnichannel experiences.
2. Start Small, Scale Fast A proof of concept validated the CDP’s value, allowing confident scaling across 130 countries while staying strategic.
3. The Golden Data Foundation Powers Scalability This framework balances global consistency with local flexibility, using standardized processes, reusable use cases, and streamlined onboarding to speed adoption and empower teams.
4. The Center of Excellence Accelerates Results The CoE’s 90-day rollout model cuts implementation time and helps local teams focus on impactful campaigns, delivering quick wins and sustainable value.
5. CDPs Are Key to Customer-Centric Strategies A unified customer view drives personalized, consistent experiences across channels, transforming how Boehringer Ingelheim engages customers.

This strategy shows how blending vision with execution can turn data into powerful, scalable customer experiences.

CDP World 2024 was filled with valuable knowledge from global brand executives and industry leaders like Ross, sharing their strategies for CDP success and next-gen marketing. To dive deeper into these topics and hear from experts, binge-watch the featured sessions on our YouTube playlist.

And mark your calendars for CDP World 2025! We’ll be back in Las Vegas on October 28–29, 2025, with more cutting-edge discussions on CDPs and the latest in marketing technology. You won’t want to miss out.

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Lessons in Global CDP Success – Boehringer Ingelheim | CDP World 2024

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The post From Proof of Concept to Global Scale: Lessons from Boehringer Ingelheim’s CDP Success first appeared on Treasure Data.

Unlock the Full Power of Data in Healthcare and Pharma

Data plays an important role in sparking innovation in healthcare & pharma. But despite its value, the power it holds still remains largely untapped.

Putting data to work is critical to the future of healthcare and the pharmaceutical industry as digital interactions become the norm. But where does digital fit into the journey, and how can companies use their data efficiently and effectively to create the right experiences?

In this whitepaper, Treasure Data leaders explore:

• Major trends defining the future of pharma marketing
• How to overcome information overload through personalization
• How to harness your data to connect with providers with relevancy
• Why creating new digital experiences will drive the future of provider experiences

Download your copy of the whitepaper today.

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Trusted by Enterprises Around the World

The post Unlock the Power of Data in Pharma first appeared on Treasure Data.

Transform Pharma and Life Sciences Experiences with the Power of Customer Data

See how a customer data platform can help companies provide personalized experiences, and manage data securely

Data has always played a role in accelerating drug development and informing research studies or clinical trials. But now, data has also become a central part in how pharma and life sciences brands market to healthcare providers and patients.

In our comprehensive guide, you’ll discover:

• Unique ways pharma and life sciences companies can deliver personalized marketing and sales campaigns across the customer journey with Customer Data Cloud
• What to consider when protecting patient and healthcare provider data in compliance with data privacy regulations
• Practical tips on assessing your level of data maturity and readiness, so you can plan your CDP roadmap effectively
• How Treasure Data enables operational efficiency and connected customer experiences to drive business value

Download your copy of the guide now!

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Trusted by Enterprises Around the World

The post Report: The New HCP Customer Journey first appeared on Treasure Data.

The HCP Journey Is Going Digital. How Can Pharma Brands Adapt?

Research reveals how HCPs prefer to interact with pharma companies in an increasingly digital-first world.

In this report, you\’ll discover:

• How COVID-19 has accelerated digital-first habits for healthcare providers
• What information HCPs value most when interacting with pharma brands
• What HCPs now expect from pharma companies when interacting in person and online
• Why providing the right products, information and services online is critical for pharma brands to remain competitive

Learn how pharma brands can use data to understand the provider journey, connect online and offline experiences, and empower commercial teams to deliver relevant, personalized content through the right channels, at the right time.

Download your copy of the report today.

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The post Report: The New HCP Customer Journey first appeared on Treasure Data.

Data is at the center of every pharmaceutical and life science company strategy. Yet, according to Treasure Data research, less than one-third of healthcare providers (HCPs) believe the marketing they receive from pharma brands is personalized to them.Delivering relevant content and experiences on the right channels, at the right time, and with the right consent, is key to connecting with healthcare providers effectively. But what happens when the connection between a healthcare provider  and a pharmaceutical company is disrupted?Let’s consider a hypothetical customer journey:Dr. Peters prefers to research new treatments online when he has free time during his hectic work schedule. One day, he downloads a white paper on a new treatment he’s interested in learning more about. The sales team gets a notification that Dr. Peters downloaded the white paper, and a sales rep calls the office to follow up.Pretty standard, right? However…The sales rep happens to call when Dr. Peters is really busy—he typically likes to follow up with sales reps via email, or schedule a virtual call when he has time. The unexpected call goes unanswered, and Dr. Peters’ perception of the brand is severely diminished. If the sales rep had a better understanding of how Dr. Peters preferred to engage, this scenario could have been avoided.

Patients Want Personalized Care, Too

Pharma marketers are facing new challenges in the digital age (see Figure 1). Effective marketing gets even harder as we think about the consumerization of healthcare and the shift in focus to the individual consumer. There are so many different digital devices at play, along with privacy concerns around how companies use personal data that’s shared.Add in the fact that medical clients are no longer just patients, but consumers for businesses providing medical services. Consumers are empowered with choice and price transparency, which means they decide how they will spend their dollars. They’re also used to seamless customer experiences from other brands they interact with throughout their day-to-day life. They want to be ‘seen’ and spoken to individually. When it comes to healthcare, they want the same experiences too.

Figure 1. Pharma marketers face new challenges in the digital age.For example, say a patient is newly enrolled in therapy, but after a few weeks becomes concerned about some of the side effects they are experiencing. The patient calls the contact center and is connected to a Care Coordinator. Without a unified customer profile, the Care Coordinator doesn’t have the patient’s most current information, and lacks context around their care journey.Having to verbally supply all of this information leaves the patient feeling frustrated, as the engagement did not feel tailored to their needs. Without the support they were looking for, the patient’s adherence to the treatment plan suffers.

Unlocking the Power of Customer Data

Pharma brands that successfully create personalized HCP and patient experiences see an immediate impact on the quality of the relationships they build with both patients and providers.But, how do you do that? To start, you need to create a central nervous system for your customer data management. (See Figure 2)Treasure Data’s HIPAA-ready customer data platform (CDP) takes insights from across the organization (like website data, prescription data, and sales data, for example) and aggregates it to create a unified customer profile. These profiles are then enriched with other data sources, like prescription trends, patient volumes, or demographics to create a holistic view of the customer. These profiles can then be activated back out to your CRM, email, social media, customer service, operations, or other platforms your teams are already using to provide richer insights and elevate marketing campaigns.Figure 2. The “central nervous system” for customer data management.

Improving Patient and Healthcare Provider Experiences

So, you’ve seen how to connect your data. How does that translate to patient or provider experience?On the patient engagement side, a CDP can be used to segment profiles into highly specific audiences. These audiences can then receive personalized education or support materials that are highly relevant to their needs. Pharma brands can also identify patients who may be at risk for low adherence, and develop messaging to help keep patients on track with treatment.On the healthcare provider side, segmentation can be used to efficiently target HCPs with personalized omnichannel marketing. With a deeper understanding of an HCP’s engagement preferences, marketers can effectively activate or suppress messaging depending on how and where a provider wants to engage. Greater data visibility across marketing and sales teams also ensures efforts are coordinated, so HCPs are only contacted with the information and follow-ups that matter most.

Treasure Data in Action

Let’s take a look at how one global life sciences leader used Treasure Data to optimize incremental revenue and drive ROI.At first, the company was working with legacy systems that were costly, inflexible, and had capacity limitations. They lacked standardized capabilities around data-enabled marketing automation and activation, as well as enterprise-level data security and compliance.The company needed a customer data platform that could provide data unification and ID resolution to stitch their disparate data sources together. Treasure Data enabled the company to create a unified database of all healthcare professionals’ data with the appropriate security in place.With Treasure Data, the company was able to launch a campaign that yielded incredible results. With one campaign, the company was able to:

• Orchestrate a scalable model to push out 3 million topic recommendations to sales reps, improving personalization efforts for more than 170,000 healthcare providers.
• Boost marketing ROI and email engagement rates through improved cost efficiency of digital channels
• Maintain accurate privacy preferences and secure PII data.

Figure 3. Key results for a life sciences company.

How to Get Started

The path to personalization can be challenging for pharma brands. But with the right strategy, companies can begin to build lasting relationships with both providers and patients. As you get started, here are five steps to keep in mind:

1. Connect data across sources and systems to create a single customer view that’s shared across silos, systems, and teams.
2. Create a deep understanding of the customer through profile enrichment and segmentation.
3. Protect the customer and the brands through HIPAA-compliant tools, and a strong data governance strategy.
4. Make access and autonomy easy for systems and teams so they can activate insights effectively.
5. Take an agile approach to quickly act on insights, and meet customers where they are.

Want to learn more about how pharma and life sciences companies can use data effectively? We’ve put together a comprehensive CDP use case guide that breaks down how brands can securely unlock the value of their data, drive business value, and build a CDP roadmap that sets you up for success. Click here to get your copy of the guide now.

The post Unlock the Power of Patient and Provider Data With a CDP first appeared on Treasure Data.

Data has always played a role in accelerating drug development and informing research studies or clinical trials. But now, data has also become a central part in how pharma and life sciences brands market to healthcare providers (HCPs) and patients.Clinical outcomes, price, and volume are no longer the sole consideration–or the sole definition–of value for HCPs and patients. They now expect brands to deliver relevant content and experiences on the right channels, at the right time, and with consent. Doing all of this requires not just data, but connected customer data.

Becoming Partners in Care

The accelerated adoption of digital channels, and the growing complexity of privacy regulations, have left many brands with a fractured data ecosystem. While the result can be a significant decrease in the effectiveness of sales and marketing efforts, there are ways to fix the data disconnect to become a better partner in care. It starts with first understanding how HCP and patient expectations of experiences have evolved.In today’s world, HCPs and patients have three core mandates from pharma and life sciences brands:

• Inform me, with education
• Respect me, with privacy
• Engage me, personally

Powering Personalized Engagement With a CDP

A customer data platform (CDP) can help you achieve these mandates by:

• Overcoming the data and insight disconnect

A centralized and connected data ecosystem can take millions of interactions scattered across digital and non-digital systems and connect these data sources, identities, and consent preferences, to deliver personalized marketing and sales interactions efficiently and effectively.

• Operationalizing insights

With more data coming in across a wider array of channels, marketers and sales reps can struggle to unite around a common understanding of HCP or patient data. A CDP creates a holistic view of the customer journey, and applies AI-powered predictive modeling based on previous behaviors to identify the next-best actions sales reps and marketers can take when engaging with HCPs or patients.

• Optimizing acquisition costs and lifetime value

It’s important to understand lifetime value and cost acquisition to measure and optimize the ROI of marketing and sales efforts<. The key to optimizing these metrics is to dynamically sync all touch point systems–ads, web, social, sales interactions, call center data, and campaign tools–to create connected customer journeys.

• Orchestrating connected customer experiences

Patient and HCP journeys are dictated by the individual, and are spread across many channels. To meet expectations for personalized experiences, it’s necessary to understand what stage people are in their journey, and orchestrate the next-best response–ideally, with operations and engagement aligned to control the timing and channel delivery.Brands are already using customer data platforms to create personalized connections. For example, one global life sciences leader was able to use unified customer profiles created by Customer Data Cloud to efficiently engage more than 170,000 HCPs in their database.They did this by segmenting their audiences, and providing millions of personalized topic recommendations to their sales reps to send through the right channels, at the right time. These efforts resulted in a 36% uplift in re-engagement rates and a 22% increase in email open rates.

Creating New Provider and Patient Experiences

How pharma and life science brands engage with HCPs and patients is evolving. Now, there’s a greater need to be able to connect customer data across offline and online channels, segment audiences, and predict next-best action to deliver personalized experiences–all while remaining compliant with HIPAA and other data privacy and security regulations.We’ve put together a comprehensive guide that breaks down unique ways pharma and life sciences brands can securely unlock the value of their data to drive business value and build a data strategy that sets them up for success now—and in the future.Click here, or on the banner below, to explore what’s possible.

The post Transforming Pharma and Life Sciences Experiences With the Power of Customer Data first appeared on Treasure Data.

This article was originally published in Pharmaphorum on February 15, 2023.Pharma brands need to be crystal clear that their data initiatives are backed by secure and compliant systems.Patients are more engaged than ever in their own health. However, they remain concerned about the safety of their data when it is in the hands of healthcare systems and pharmaceutical companies.Data safety ranks alongside equality of access, pandemics, and conquering cancer and rare diseases as the major healthcare challenges facing society, with the public yet to be fully convinced their clinical data can be used securely and effectively.Healthcare providers (HCPs) who are relatively new converts to the power of digital also need to be assured that a pharma company has high-grade data safety protocols, as well as being in tune with its patient population and how it understands their journeys, before committing to use that data to improve their practice.

Building Trust in Digital

Synchronizing data from multiple sources and in varying structures comes with risks that industry experts at Treasure Data, an integrated suite of customer data platform (CDP) solutions, believe must be addressed to get the true value from artificial intelligence, machine learning, and digital technology.”Trust is hugely important in all sectors of digital, but it is particularly important in life sciences because we are talking about people’s personal health,” says Thomas Kurian, head of new markets at Treasure Data. “Patients and HCPs want to know that their data is secure and is only being used to make connections that are relevant to their needs.””Companies have vast amounts of data, but they need to unify it, access it, and use it to create those tailored engagements that boost business performance and improve patient outcomes.”The Future of Health report by PwC cautioned that life sciences organizations were facing an evolving market that threatened existing business models. It states: “Wait and see is not an option. Instead, BioPharma executives need to transform and evolve their value chains to embrace and leverage the potential of new technology, data-driven approaches, and evolving regulatory landscapes. At the same time, they must prepare to revamp their business models.”For pharmaceutical companies, this extends beyond R&D and product development targeting to exploring new channels of engagement with HCPs, finessing its outreach efforts to tailor content to specific client needs and precision marketing.>All of this runs on data, and all of it must be safe.“We can be very precise in what data we use and how we use it,” adds Kurian. “But we have to also demonstrate that we have best-in-class security. With that in place, we empower strong relationships and enduring loyalty between our industry clients and HCPs.”

Maximizing Data with Secure Systems

Gaining trust is still a challenge and Treasure Data’s “Better Decisions, A Spotlight on Data Efficiency,” report highlights the need for greater data efficiency to ensure a client’s needs are fully appreciated and serviced, particularly in the stressed economic climate. It states:“In such a challenging landscape, marketers are in desperate need of smart, sensitive, and effective strategies. Decisions made during this crisis will prove crucial for long-term success or failure.”It adds that advances are made on ‘robust and accurate customer data strategies, built on trust and authenticity’.The need for deep understanding of customers comes as the digital world is responding to calls for greater security. Google plans to phase out third party cookies by 2024, and Apple has blocked many of them with its Intelligent Tracking Prevention system. Meanwhile, national governments are pursuing greater regulatory controls.Treasure Data Customer Data Cloud complies with data privacy regulations around the world and the importance it puts on security is enshrined in its ethos. The company underscores that the ability to engage and sell to clients and maximize returns has to be balanced with secure systems. With HIPAA support for all Treasure Data products, customers can safely and securely manage PII and PHI within the platform to provide connected patient and healthcare provider experiences.Advanced safety mechanisms and protocols have allowed Treasure Data to build up a strong portfolio of life sciences clients, including major pharmaceutical corporations. Treasure Data’s ability to unlock and harmonise data in one accessible platform has enabled companies to energise performance and return on investment without compromising security.Michelle Teuscher, industry principal, life sciences, at Treasure Data, emphasizes that achieving the right balance offers transformative opportunities to industry through the use of data to create a complete view of a customer’s journey, define key audiences, and empower sales representatives with tailored content for next-best actions for their HCP engagements.She says: “When that data is properly applied, and modeled and harvested for insight, you can create that deeper understanding and more meaningful customer journey for HCPs.”She adds: “Data security and safety is of utmost concern to both HCPs and pharma companies themselves. As the pharmaceutical industry undergoes digital transformation and high value, sensitive, personal health information is digitalised, there is an inherent risk to the data. In addition, ensuring that the handling of patient data abides by strict privacy guidelines regarding the safeguarding of Protected Health Information (PHI) is of equal importance. A breach in the safeguard of this data can have devastating consequences.”Trust and transparency are prerequisites for any data-driven initiative from pharma brands. The reward is high-level precision marketing with a more connected, personalized experience that responds to customer needs and liberates advances being made across life sciences.

The post Data Security and Trust Essential for Driving Data Forward in Pharma first appeared on Treasure Data.

The pharmaceutical products division of a global leader in the healthcare industry needed to improve the performance of cost-effective digital channels like email and websites. To achieve this goal, they deployed Treasure Data Customer Data Platform. With the ability to create unified customer profiles, the company was able to segment, personalize, and optimize the timing of email customer communications, resulting in 36% re-engagement rates and a 22% increase in email open rates.

Challenges

To optimize incremental revenue, the life science company’s sales reps needed to have personalized email and web marketing customer communications. However, the company’s existing systems were costly, inflexible, and had capacity limitations. They lacked standardized capabilities around data-enabled marketing automation and activation, as well as enterprise-level data security and compliance.

Solution

The company realized it needed a customer data platform (CDP) that could provide data unification and ID resolution to enable a 360-degree customer profile. Treasure Data CDP enabled the company to create a unified database of all healthcare professionals’ data with the appropriate security in place.

• Boosted marketing ROI by improving the performance of cost-effective digital channels like email and website
• Optimized engagement by orchestrating a scalable model to push out topic recommendations to sales reps
• Maintained accurate privacy preferences and secured PII data

Results

Since deploying Treasure Data CDP to unify all customer data, perform ID resolution, and integrate with marketing automation and recommendation engine technologies, the company has seen strong results:

• Optimized engagement by orchestrating a scalable model to push out topic recommendations to sales reps for each pharmaceutical brand based on each rep’s individual cycles
• Maximized LTV of buyers by automating notifications to sales reps to follow up with healthcare professionals
• Improved marketing ROI by identifying what content healthcare professionals were engaging with most to reallocate and invest more in content with the highest engagement
• Ensured all data privacy and contact preferences were kept up to date and PII data was secured and only accessible by the appropriate security measures
• Sales rep emails that included personalized topic recommendations achieved an average open rate of 36% in contrast to a 3% average open rate of non-personalized emails

The post Global Life Sciences Leader first appeared on Treasure Data.

This article was originally published in Pharmaphorum on Jan 10, 2023.Data is transforming life sciences, but many organisations are not using its full potential.Life sciences and the pharmaceutical industry are awash with data. It flows from every direction in torrents to create huge opportunities to address the world’s mounting health issues.Approximately 30% of global data volume is generated by the healthcare industry and it will continue to expand with a compound annual growth rate predicted to reach 36% by 2025, according to research by RBC Capital Markets.Its ability to accelerate R&D programmes, energise real-time clinical decision making and sharpen connections between pharma organisations and clients is clear and they can combine to positively impact patient outcomes.But, although the healthcare data gold rush is outstripping sectors such as financial services, consumer goods, manufacturing, and media and entertainment, there is a danger that opportunities are slipping through the grasp of many companies.Vast reservoirs of data grow cold as they remain hidden in unstructured, disconnected, and siloed states at a time when pharma is being challenged to form new, more focussed relationships with healthcare professionals (HCPs).Research by Treasure Data, a market leading enterprise customer data platform (CDP), shows that HCPs are increasingly turning to digital to research scientific information, new medications, and brands.

Capturing Market Share

This is a golden opportunity for pharmaceutical companies to deploy the power of data and digital to laser-focus delivery across its client base, ultimately improving the value of engagements and capturing market share, says Treasure Data founder and CEO Kazuki Ohta.He believes unifying customer data, insights, security, and activation is a direct route to improved performance for life sciences companies, as well as better patient outcomes.And he has a unique view of how data and health combine.Kazuki’s parents were pharmacists who served rural communities and strove to understand the needs of their patients so they could deliver the best service.Kazuki, a computer science pioneer, founded Treasure Data 11 years ago with the aim of using data to shape the customer experience by connecting it in one smart data platform.The combination of health and data, he passionately believes, will transform life sciences.The company has had huge success in delivering success for clients across consumer sectors and it has now established a track record in health by deploying sophisticated software, machine learning, and AI to empower all aspects of pharma company performance.

Better Customer Experience

“Pharma is a highly regulated industry and that is often why it is slow to adopt new technologies,” says Kazuki. “However, insurance, banking, and financial services are also tightly regulated, so pharma should be able to overcome this potential barrier and provide better outcomes for both providers and patients.“Everyone wants better customer experiences and unifying data can drive that, while also translating into cost savings and improved company revenue. I believe huge opportunities await organisations that properly leverage their data.”An illustration of the potential is evident in forecasts that the global healthcare data storage market will grow from $4.17 billion in 2021 to $9.23 billion by 2026, according to research by the Business Research Company.The challenge is to unify the data from different sources into one entity that powers deep insights and allows companies to flourish.“Recently, I was at a meeting with 50 industry leaders where I asked how many of them had their customer data in one place. About half raised their hands. But when I asked how many had access to it, only one raised their hand,” says Kazuki. “If you have to wait to extract meaning from your data then you won’t be competitive enough.“A big issue around data clarity is that around 80% of technology spend is currently going into legacy systems. The cloud is growing and there is huge potential out there, but companies are spending budget on running and maintaining legacy infrastructure.“I believe that more companies will realise that they have great opportunities to use their data and will act on it.”

Good Things Flow

Silicon Valley-based Treasure Data has developed a range of tools that liberate previously siloed data to be unified and utilised so that pharma engagements can be tailored to specific HCP needs that in turn deliver sales and boost brand reputation.Its advanced technology helps companies understand the types of services and information HCPs engage with and how best to interact with them across a range of touchpoints and channels.It creates a 360-degree view of the customer, enabling communications to be accurately targeted and unnecessary information suppressed. This dynamic approach can also be used to predict and recommend next-best actions in sales and marketing, while both improving the customer experience and ROI.“Good things flow from this,” adds Thomas Kurian, Head of New Markets at Treasure Data. “The moral to this isn’t that it just makes a company more efficient and improves the bottom line, but that it gets the right drug to the right person at the right time and allows the HCP to prescribe it to the right person, leading to better adherence and less complications.“There is a wealth of data to help this, but many companies either don’t know they have generated it, or they are unable to access it because it is siloed or on different platforms. This represents wasted opportunities to improve performance and results.”

Understand the New Healthcare Provider Journey

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The post Connected Customer Data: A Golden Opportunity for Pharma Marketers first appeared on Treasure Data.

The Pharma industry is in a state of digital change and evolution. Companies that successfully gather, organize, and activate data are finding themselves at a major advantage compared to their less data-driven competitors. This should come as no surprise given the digital trends in the marketplace.

As pharma companies embrace digital transformation and set their sights on a single unified view of the healthcare provider (HCP), having the right business tools to support that journey is imperative. Two that deserve a closer look include the oft-confused customer relationship management platform (CRM) and the customer data platform (CDP). Both record provider profiles and both can be a source of data insight. So, what’s the difference?

CDP vs. CRM in Pharma Marketing: Understanding Functionality

Customer relationship management tools are designed for sales teams. These sales-focused systems manage account-based HCP profile data, like contact details, sampling, and orders. They also record provider-facing, one-on-one interactions, such as detailing notes and event attendance. CRMs are built to serve as record keepers of those touch points between sales and HCPs, aiding in territory management.

Customer data platforms are built for those functions requiring access to multiple sources of HCP or consumer data: from sales, to marketing, to call center support—and everything in between. These business systems can efficiently digest and stitch together data, analytics, and activation tools, while breaking down silos across departments and platforms. This ensures the organization has access to accurate, holistic data.

The CRM organizes and manages provider-based interactions with sales, while CDPs collect and aggregate data based on provider behaviors across all brand channels. The ability of the CDP to analyze data using artificial intelligence and machine learning models to determine the best way to engage with HCPs allows for a more complete view of those providers than a CRM can typically provide.

Understanding CDP vs. CRM Use Cases

CRMs, like VEEVA, allow Pharma reps to share relevant content about products and services. CRMs can support account analysis, territory management, detailing notes, sample management, and all of the particulars around direct rep-to-provider engagement.

However, a typical CRM isn’t well equipped to support the modern HCP experience, which criss-crosses channels like social media, webpages, apps and devices.

CDPs provide a more powerful solution, serving as the hub in the central nervous system of data collection and harmonization. CDPs can help sales, marketing, and customer service meet the provider where they are in their journey with highly relevant content served on channels they prefer, at times that are right for them.

CDPs access and organize all data across first-party, second-party, and-third-party systems, harmonize those insights, and then activate that data across channels in a coordinated, prescriptive way. Not only does this help create a 360-view of the HCP, but also allows for personalization in real time.

CDPs and CRMs Are Not Mutually Exclusive

In the case of these business tools, two is better than one!With a CDP serving as the hub,CDPs and CRMs systems work together to fulfill different business goals, with each enriching the other. The sales team gains a more robust and complete picture of a target provider, while the marketing team can easily use the data from the CRM to surface relevant insights and be more deliberate in how they plan and manage omni-channel customer interactions.

Better Together: CDPs & CRMs in the Pharma Marketing Tech Stack

As expectations around personalization, customer experience, and data privacy evolves, Pharma brands will be required to innovate their business models and their tech stacks to support omnichannel journeys. The CDP is the differentiator when effectively engaging, nurturing, and influencing desired prescribing behaviors.

The post CDPs vs. CRMs: Understanding the Pharma Marketing Tech Stack first appeared on Treasure Data.