Customer affinity data is rapidly changing media strategy, as this intelligence on customer preferences helps more effectively engage and captivate stakeholders through the channels they actively use. This strategy increases the chance of earning HCP attention and keeping it—particularly when that dataset is dynamic and can be used to optimize campaign deployment in real-time as customer behaviors evolve.

In 2022, pharma companies spent just under $8.1 billion on marketing campaigns, with over $4 billion allocated to target HCPs. Unfortunately, overwhelming advertising, information, and marketing messaging can sometimes lead to complete disengagement by busy healthcare providers. Between seeing patients within a 15-minute window, trudging through a mountain of paperwork and taking on extra shifts, the last thing providers need is to be haphazardly bombarded with marketing content.

Using customer affinity data helps overcome this information overload by analyzing how providers choose, interact, and engage with content across digital, personal, and event channels to create more targeted and personalized campaigns that are more likely to break through with relevant information.

Dig into a deeper exploration of customer affinity data in Hemal Somaiya’s recent Forbes article here. This shares how incorporating customer preference data empowers marketers to enhance campaign efficiency, optimize resource allocation, and build stronger relationships with key HCPs.