Big Data will soon be a force in life science marketing, allowing unprecedented power in customer-database management. You can learn more at the SAMPS sponsored webinar on August 14, 2013 and at the Annual Meeting on September 19-20 in Philadelphia.
Like almost all life science companies, you have a customer database. You may maintain a sophisticated CRM; you may just update a spreadsheet. But regardless, it's likely that you maintain names, contact information, maybe some purchase history, one or two ad hoc descriptors and little else. For most sales reps, the CRM is a high-powered Rolodex. For most marketing folks, it's a rough segmentation and campaign management tool.
Now, what if? What if the information in your life science database were able to indicate who has published and on what topics, at a very granular level? What if you had real-time information on research grant awards? What if every piece of digital data pertaining to the names in your customer database (including their updated contact information) were current and available to you, automatically and continually?
As a sales person, you would have intimate knowledge of what your customer is doing and their funding status long before you entered the sales call. As a marketing person, you would be able to segment your communications as never before.
This, and more, is the promise of Big Data analytics.
Big Data is a new and rapidly evolving solution to handling the massive amount of data that is part of our professional lives.
In the life sciences, The Linus Group, a Platinum Partner of the SAMPS, has taken on the task of bringing Big Data power and methodology to life science customer data management.
In a webinar sponsored by the SAMPS on August 14, 2013, Hamid Ghanadan, President of the Linus Group, will outline his company's thinking on how Big Data analytics can be used to transform a poorly performing—or nonperforming—customer database into a powerful engine of insight, direction, and marketing effectiveness.
The topic will be treated in depth in Hamid's presentation at the SAMPS Annual Meeting, scheduled for September 19-20 in Philadelphia, PA.
Guy Page has a long history in the science and the business of Life Sciences. After an extensive research career, including post-doctoral appointments at UCSF, Massachusetts General Hospital and MIT, he entered the Life Science business world. Beginning his career at Promega, he has created and led Marketing and Sales programs at diverse companies, including Gelman Sciences (now part of Pall Corporation), Genisphere, BD Biosciences, Amnis Corporation, AMG, Adaptive Biotechnologies and IntegenX.
Most recently, Guy created the Pacific Biomarketing Group to serve the Life Science marketing and sales community with a suite of strategic and tactical marketing and sales support services. Pacific Biomarketing has helped numerous clients with strategic marketing planning, messaging and branding, web site design and implementation, communications planning, content management, marketing automation, tactical marketing marketing/sales integration and more.