How customer data platforms harness value for pharmaceutical companies
Salesforce solutions for life sciences can help transform patient and provider engagement
Data has become “coin of the realm" for pharmaceutical companies. Cleansed and accurate data is critical to serve customers, ensure compliance and safety, and drive continuous improvement. Data creates personalization and a unified customer view, leading to higher retention and an enhanced customer experience. By leveraging data-driven insights, pharmaceutical organizations can better understand their customers, measure the success of engagement initiatives, and identify new growth opportunities.
The rise of customer data platforms (CDPs) has been a game-changer in this pursuit. Most marketing leaders (68 percent) are using automation platforms, including CDPs, to enhance their marketing strategies. The impact of CDPs on sales organizations is also notable, with a projection that 62 percent of G2000 sales organizations will use data, analytics, and AI to enhance their sales functions by 2027.1
CDPs serve as centralized repositories for customer data, enabling the creation of comprehensive customer profiles and segments, which help to enhance customer engagement through:
- Personalization
- Improved customer identification
- Advanced segmentation and targeting
- Unified data
- Real-time analytics and insights
- Omnichannel engagement.
CDPs make data more accessible by consolidating and integrating information in real time from a variety of sources, including customer interactions, transactions, and information from external providers. This allows organizations to respond promptly to customer needs and preferences, leading to more meaningful interactions and improved healthcare outcomes. The data cleansing and enrichment capabilities of CDPs also drive data accuracy and reliability.
Throughout the pharmaceutical production, sales, and usage lifecycle, CDPs enable companies to enhance treatment outcomes, streamline operations, and foster stronger relationships with healthcare providers (HCPs) and patients. Data plays a critical role at each stage, including initial engagement, treatment planning, prescription verification, and ongoing education and support.
1 https://cdp.com/basics/cdp-industry-statistics/
Understanding the uniqueness and value of data and how responsible AI can leverage it is pivotal, especially for pharmaceutical companies seeking to elevate customer experience and drive change and differentiation. By defining new digital capabilities and alternative methods of engagement, organizations can gain new operational efficiencies and opportunities to increase revenue, from market commercialization, business development and licensing to research and development.
Hank Yang
Managing Director, Salesforce Healthcare Life Sciences Leader, KPMG
Five key use cases
With the launch of the new Salesforce Life Sciences Cloud solution, KPMG has developed use cases showcasing how the technology platform can transform the way pharmaceutical companies identify and understand the nuanced needs of HCPs and patients across five key operational domains:
- R&D trials—Helping select suitable candidates for clinical trials through advanced analytics and artificial intelligence (AI)
- Medical affairs—Educating HCPs on the latest medical advancements through comprehensive training materials and scientific expertise
- Commercial strategies—Optimizing sales team efforts through sophisticated territory alignment and segmentation strategies
- Regulatory compliance—Adhering to data privacy regulations and conducting compliance audits to maintain patient trust
- Marketing initiatives—Delivering personalized messaging through omnichannel marketing strategies to engage HCPs and patients effectively.
Achieving success with KPMG and Salesforce
To create value from Salesforce Life Sciences Cloud, KPMG recommends a strategic framework that includes defining clear objectives, ensuring high-quality data integration, and aligning data models with business needs. Also consider identity resolution and profiling techniques as well as integrating external tools to promote advanced data visualization and amplify the power of Salesforce Life Sciences Cloud.
By harnessing data effectively, pharmaceutical companies can revolutionize their processes, relationships, and results. KPMG and Salesforce offer a wide-ranging approach to capture the benefits of this data-driven sector, ultimately leading to improved patient outcomes and business success.
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