The pharmaceutical industry is beginning to embrace the world of analytics and deep customer understanding that’s been established in other industries, and it’s happening just in time.

Pharma companies are under more scrutiny, regulatory pressure, and financial pressure than ever before. The competition is getting heated due to specialty drugs, biologics, and biosimilars. This environment is driving the need for much stronger targeting and deeper analytics in order to guarantee less waste and higher returns on marketing spend.

Other industries embraced the world of analytics and deep customer insights to drive engagement and conversion long ago. Unfortunately, the pharmaceutical industry has been missing out due to strict regulations and cautious brand managers. Now, as technologies have improved, it’s all achievable within HIPAA and other regulatory guidelines due to the ability to understand HCP or DTC behavior at an anonymous level. As a result, the industry is beginning to truly embrace analytics.