Marketing solutions for life sciences

Pharmaceutical and biotechnology companies are faced with many pressures—increased competition, a growing number of diversified product lines, and mandatory consumer privacy and industry regulations. These pressures are compounded by the increased demand for marketing accountability and cost justification.

IBM® EMM solutions help life sciences organizations automate and streamline marketing processes, coordinate and optimize communications, and develop a "system of record" for marketing to reduce costs and time to market through the following strategies:

• Automate multi-wave, multi-channel campaigns and customer dialogues.
• Use a single platform for managing both consumer and physician marketing.
• Manage campaigns across brands and therapeutic areas
• Target messages based by role, segment and life-cycle stage
• Combine marketing contact history with response information to close the loop and understand the value that your marketing campaigns are driving.

IBM provides value for direct-to-consumer (DTC) marketing, helping you achieve the following:

• Apply relationship marketing techniques and best practices to target patients more effectively.
• Automate permission-based, trigger-driven, two-way multi-channel dialogues with patients.
• Segment and communicate with responders throughout the patient-drug lifecycle: condition awareness, disease education, drug conversion, adherence and advocacy.
• Target campaigns more accurately by using customer response and performance data to consistently match the right message to the right patient.
• Strictly adhere to legislative, institutional, company-driven and preference-based exclusions.

IBM also provides value to healthcare practitioner (HCP) marketing, helping you achieve the following:

• Apply relationship marketing techniques and best practices to target HCPs more effectively.
• Automate permission-based, trigger-driven, two-way multi-channel dialogues with HCPs.
• Expand messages and campaigns beyond doctors, to include influential nurse practitioners and physician assistants.
• Target messages based on role and segment, and nurture your relationships with key opinion leaders.
• Test diverse campaigns, clinical messages, or promotions, and refine them to work optimally with your HCP audiences.
• Close the loop by combining campaign response data with prescription data: learn who is prescribing what, when, how often, and in response to which campaigns.