The Role of Data in Driving Personalized Marketing

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A Look at the Key Components of a Personalized Marketing Campaign

A longtime healthcare marketer, Neda Razavi holds leadership responsibilities with California-based Roche Diagnostics. As the head of product marketing, she develops the commercialization and marketing strategy for products designed for oncology and genomic labs. Possessing 20 years of experience in the biopharmaceutical and medical device sectors, Neda Razavi has in-depth knowledge of personalized marketing strategies.

One aspect of the digital marketing equation centers on providing patients with a personalized experience. Today’s consumers expect to be able to interact with businesses through a variety of touchpoints, ranging from email to social media chat, rather than from a single platform such as a website. In addition, consumers want companies to consider their preferences during these interactions and to provide personalized solutions and recommendations. Companies must concentrate on delivering content that is personalized and suited to customers’ needs.

Solutions are integrated within a customer data management platform that is designed to facilitate communication and provide the latest information. The use of customer data not only makes the content more relevant, but it also ensures higher levels of patient satisfaction during interactions via phone, chat, or email.

Published: Three Companies with Successful Personalized Marketing Campaigns

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The Main Elements of Successful Personalization Marketing

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Programmatic Technology to Change the Healthcare Marketing Landscape

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Published: Approaches to Building a Personalized Marketing Campaign

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The Importance of An Exponential Mindset for Healthcare Marketers

Based in Northern California, Neda Razavi serves in a leadership capacity with Roche Diagnostics in Menlo Park. As the head of product marketing, Neda Razavi aims to advance the commercialization of therapeutic products designed for use in oncology and genomics labs.

A recent article in MM&M outlined the reasons why healthcare marketers should adopt an “exponential mindset” amid the COVID-19 pandemic. Developing an exponential mindset requires that they identify which part of a rapidly shifting curve they are on and adjust accordingly.

Exponential phenomena tend to operate on a three-part S curve that starts out with a slow climb and minimal progress, followed by sudden acceleration and, just as rapidly, a flattening out back to where it started. A classic example of this is a campaign that goes viral overnight, with a few people engaging and seeding a social media-enabled spread to a much wider audience.

In times of uncertainty, an exponential mindset will allow companies to recognize that stakeholders face an unknown future. At the same time, there is an element of “fortune telling” in making plans for the future that may be markedly different from the present.

Scenario planning will begin to become increasingly vital. For instance, lockdowns could impact audience participation, and supply-chain issues may limit drug availability. Therefore, companies must consider various scenarios. An exponential mindset will enable them to adapt to a changing environment and achieve success during this challenging time.