A significant share of our business focuses on data. We build and manage marketing data analytics and reporting platforms for pharmaceutical brand leaders. What we’ve learned is that this effort requires much more than just data wrangling. It also involves a commitment to nurturing the right kind of “data mindset” among our clients.
We’ve worked with numerous pharma marketing operations and centralized digital marketing teams over the past few years. As a result, we’ve developed a clear appreciation for the range of commitment levels to data analytics. Based on that understanding, we know what makes for a successful data engagement. And it starts with a minimal level of organizational readiness.
When we are discussing a new data reporting or analytics initiative with a client, we’re looking for “organizational readiness.” Putting one’s commercialization organization on a data analytics platform involves considerable change. It introduces a new experience of marketing transparency and insight. That can threaten conventional assumptions about channels, messages, agency partners and targeting strategies.
Not every marketing organization is ready for these changes. We’ve experienced our share of difficult engagements when working with a client who isn’t ready.
But we also know what it’s like to work with committed leadership that is ready and willing reinvent their future.
We’ve begun to recognize patterns across these experiences. This has led us to identify four distinct strategies or “mindsets.” These mindsets often foreshadow how transformational a marketing data analytics initiative will be. Read Full Article Now »