february 2019 cover

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The Data Issue 2019

Whats transformative in data

Much has been said about the mass of accumulated health data and its potential for use in marketing programs. But in the world of biopharma, it’s an open question whether the industry has succeeded in its mission to deploy analytics to better serve its various audiences. In MM&M’s second annual Data Issue, we check in with some of the most forward-minded organizations to cover the evolution from a variety of perspectives.

Healthcare’s privacy problem

In the wake of the Cambridge Analytica/Facebook mishandling of terrabytes worth of consumer data, consumers have become increasingly wary about the sanctity of their personal health information. Pharma and device marketers, enthused about the transformational impact data could have on their business, now fear the worst. How are brands ensuring that privacy fears won’t undermine their efforts? We review the implications.

Sentient beings

As industry becomes ever more enamored with data, it’s easy to forget the army of flesh-and-blood people behind the ones and zeroes. We sit down with several of the industry’s top data architects, who share their thoughts on pharma’s data revolution, their hopes and dreams for AI’s potential in healthcare, and the evolution of the role itself.

Data at work

We present a handful of branded pharma case studies, revealing how specific brands used data both to supplement existing marketing programs and to turbocharge new ones. PLUS: Practical tips for applying machine learning to your own campaigns  

JP Morgan Healthcare Conference 2019

Our on-the-scene reporter wraps up the year’s first essential executive-level pharma get-together, complete with interviews with leaders from some of the healthcare world’s biggest organizations.

Medical Advertising Hall of Fame 2019

We profile this year’s inductees, longtime CDM leader Carol DiSanto and Flashpoint Medica founder/HBA leader Charlene Prounis.