How It Works
Customer data is the foundation upon which personalized brand experiences are built. As customer experience becomes the new battleground for customer loyalty and competitive advantage, the company recognizes that first-party customer data is a critical business asset—one that must be owned and protected in-house.
With this data strategy, the company can integrate clinical and campaign data to optimize brand spend and support the customer journey—from risk identification and diagnosis through treatment and disease management.
Here’s how it works (Figure 1):
Data inputs: As patients and HCPs interact with ads and other forms of marketing across their customer journey, discrete data points are combined with other information, and stored in a central analytics sandbox.
Identity resolution: A patient’s clinical and socioeconomic data from their claims is married to their interaction data, through a HIPPA- complaint de-identified service, to create a holistic customer profile.
AI processing: The de-identified and consolidated data is analyzed using a variety of AI tools to uncover new insights.
Outputs: Insights and recommendations across three categories—marketing mix, patient engagement, and HCP engagement—are generated to inform messaging, content, and channel recommendations.
(Click on figure to enlarge).