Part of the appeal of the show Mad Men was not just it’s dedication to recreating the look and feel of the 1960s, but that it was a story of advertising and marketing. Those characters crafted advertising campaigns based on “expertise,” which was really just their own emotional connections to a given product. While this made for great drama, it doesn’t make for the best marketing strategy—especially in today’s world where doing this would mean actively ignoring your customers.
In online forums, social media, and reviews of products and services, consumers are essentially giving companies a blueprint of how to reach them with marketing that will ensure they buy in to the product or service. This is a lot of data to sift through, especially in industries that service multiple layers of customers like in the pharmaceutical industry.
Pharma companies’ clients are both healthcare providers and the patients who go to them for care. Yet, the patients are also the customers for the healthcare providers themselves and thus should be the driving force behind any marketing campaign. Using Semantria and your industry expertise, you can mine the data in the cloud to create a map of themes providing clients with valuable, actionable insights into customers emotions and behaviors.
In the case of pharma, companies can examine how patient experiences differ in public and private scenarios, or when they think no one is actually listening. This allows you to develop your strategies around the needs and desires of the people who actively use your product or service. Part of what makes this work so well, is using your own industry expertise to design a custom set of queries to help create these thematic maps.
In fact, this sort of solution is what our partner AlternativesPharma (case study) used to create a thematic map centered around 10,000 data points based on more than 2,000 specific queries. Instead of wasting employee hours, creative energy, and time creating a strategy they thought would work, they used their institutional knowledge to create a proprietary set of specific queries that essentially used the data customers gave them to craft the best marketing solutions for those customers. Once the patients bought in to their strategies, the healthcare providers and authorities followed, buying in right along with the patients.
“Our customers have altered and crafted their communications with healthcare providers, authorities and patients as a result of the recommendations we can now make, actually implementing an evidence based patient-centric strategy,” Managing partner Theirry Baroghel said.
Of course, this doesn’t just apply to pharma, but rather a diverse array of industries that have to operate on multiple tiers. To go back to the Mad Men example, the characters in that show played to their clients and gave them what they thought the people from Hershey’s or GM wanted to hear. Using this technology, we can help companies listen to what their customers are saying, giving both exactly what they want.
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