Ken Winell is interviewed by PM360

Ken Winell is interviewed by PM360

New York, New York (November 26, 2018)

Read here the full interview given by the CTO from GTO Ken Winell to PM360:

Newton’s third law states “For every action, there is an equal and opposite reaction.” In many ways, this applies to 21st century marketing and our ability to process and manage the overwhelming amount of data available. To help ensure data capture can be leveraged during the entire lifecycle and that marketers can adjust their multichannel efforts in real time, we suggest the following tips:

  1. Baseline Profile: Consolidate all the various sources of patient information into a universal sign-up form. This allows a user to enter first name, last name, and email address (the minimum information needed to instantiate a profile) and allows a real-time lookup to see if the information is a duplicate. This simple change prevents the flood of duplicate profiles and allows the organization to track exactly where the source came from.

  2. Progressive Profiling: Equally critical is the need to continuously add information to the baseline profile. Known as progressive profiling, it means that every interaction with a user is recorded and stored in a customer relationship management system.

  3. Big Data/Artificial Intelligence Engines: These monitor all interactions and develop behavior triggers, for example, 55% of the visitors to a website click on a call-to-action (CTA) button and proceed to conversion. For the 45% who ignore the CTA, the trigger could be as simple as having a pop-up or chatbot to prompt for improved conversion.

  4. Predictive Analytics: As more behavior triggers are defined, the AI tools will also provide recommendations and threshold alerts to the pharma marketing team, which is looking at geographic and demographic sales as well as other influences. And, by using robust content management and social tools, pharma marketers can be predictive and use Newton’s third law as a guide: Try an action, look for the equal and opposite reaction.

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