"Data-driven personalized messaging has always been the direction we wanted to promote. After recent years of warming up, exploring directions, and trial and error in digitalization, we found that undifferentiated information promotion lacks targeting and has low efficiency. The business hopes to empower customers, which requires identifying customer differences and using more information sources to form clear and accurate profiles, so that targeted messaging can be delivered and customers can accept it more easily. At present, we are not sure how much to send or who to send it to. The data project is a very critical step."
At a data project kickoff meeting, a BU Head from a multinational company said directly that empowering customers starts with precisely identifying different customers.
01 Precision Customer Segmentation That Has Been Hard to Obtain
In pharma and medtech, everyone invests enormous effort in building marketing strategies, with complete patient flows and customer journeys. Years of effort have produced sufficient evidence, and every step is designed perfectly with clear logic. But the final question remains: who are those customers? It is not that companies do not know who their customers are; they do not know exactly which segmented customer group corresponds to a specific strategy.
One company's strategy was to target customers in core hospitals in second-tier cities, in cardiology departments, senior attending physicians, whose mindset ladder is at the "trial" stage, deliver XXX content, and invite them to city roadshows. The usual approach is for marketing and sales management to communicate, assign the task, and pass resources to frontline colleagues. Frontline colleagues then recommend some customers for activities based on their own understanding, consuming resources.
The problem with this approach is obvious: it is subjective, highly dependent on personal understanding, difficult to measure objectively, and inherently limited. Because it is not transparent, improving the execution effect later also lacks direction: was the strategy wrong, or were the corresponding customers wrong?
If there were a well-designed intelligent tag platform, this need could be translated into a set of tags: expertise in a specific field, rather than a broad department; working at a specific hospital, rather than a descriptive "core hospital"; serving as an attending physician for more than three years, rather than a qualitative "senior" description; and a mindset at the "trial" stage. Recommended reading: Using Big Data to Mine Physicians' Mindsets and Support the Successful Launch of a Biologic for Autoimmune Disease. Through these tag combinations, marketing colleagues can quickly and accurately locate customers who meet the requirements, drill down to individual customers, form tasks, and distribute them for execution. This not only makes resource allocation more precise, but also makes strategy execution clearer and more accurate, with evidence for subsequent adjustment and optimization.
This case reveals the challenge of accurately identifying customers: actual business needs and characteristics are usually complex and multidimensional, making them difficult to describe and find accurately with traditional methods. Technologies such as intelligent tag platforms provide objective, quantitative, multidimensional ways to understand customers, helping enterprises better meet customer needs and gain competitive advantages.
02 Accurate Customer Segmentation: The Power of an Intelligent Tag Platform
MeDomino's intelligent tag platform can precisely classify HCPs and then use these tags to quickly and accurately segment HCP groups with specific characteristics as needed.
The platform mainly consists of two core components:
1. A tag system aligned with business needs
The tag system describes HCP characteristics through various tags and must consider both data availability and business needs. Designing a tag system is highly systematic work and often determines the business value of the subsequent tag platform. A flashy, unconstrained tag system that cannot connect with actual business needs will ultimately become a castle in the air.
2. A flexible and powerful management platform
The management platform provides comprehensive management of these tags, including automatic updates, editing, combination-based tag creation, and audience selection based on tags. This is the basic concept of an intelligent tag platform.
03 Building an Excellent Intelligent Tag Platform: Best Practices
Data is the cornerstone of an intelligent tag platform.
Tags are concrete characteristics abstracted from various types of data through rules or algorithms. Rich, multidimensional data is the foundation of an intelligent tag platform. In addition to enterprise HCP master data and various channel behavior data, external objective data is usually integrated to form richer, more three-dimensional tags.
Low-quality data is what everyone calls GIGO: garbage in, garbage out. Anyone who has stepped into that pit understands.
Business-value-driven tag system design: the perfect match for personalized needs
Through cooperation with many leading enterprises in the industry, MeDomino has organized a complete tag system. It includes HCP static attributes and dynamic characteristics; individual HCP tags and group HCP tags; behavioral features from internal HCP data and objective tags formed from external data; interactions between HCPs and the enterprise, as well as interactions and collaborations between HCPs and other companies in the industry.
Using this system as a general framework, combined with business interviews and deeper understanding of business scenarios, personalized adjustments can be made to fit business needs as closely as possible. Systematic construction also makes it easy to organize tags and avoid missing valuable tag features. When data is complete, the tag classification designed on this basis usually reaches 260 to 300 categories, with nearly 100,000 corresponding tag features.
In a recent HCP tag system project, the tag system delivered by MeDomino expanded the client's original tag system:
Intelligent design of the tag management platform
To unleash the power of the tag system, a flexible and powerful management platform is needed. MeDomino's intelligent tag platform has four clear characteristics:
- Business-friendly The end users of the tag platform are business teams. Clear logic, simple processes, and language close to business scenarios help business users change old work habits and actively embrace new decision-making methods.
- Worry-free All tags are hosted in one place, automatically updated and calculated as data changes, without manual intervention.
- Flexible and powerful For calculated tags, it supports flexible configuration of tag values, thresholds, and data time ranges. Beyond tags from the tag system itself, the platform supports creating new tags through flexible condition combinations, further enhancing application capability.
- Making downstream empowerment simple Through combinations of tag features, target audiences can be located quickly and accurately. This capability can be used within the tag platform and can also empower downstream business systems through APIs or page embedding. For example, a data dashboard can quickly select a target audience based on tag platform capabilities and view visualized data for that audience.
04 The Intelligent Tag Platform from the User's Perspective
The intelligent tag platform has already been implemented with several leading enterprises in the industry. A vice president at a leading medical device company described the intelligent tag platform project as a highly pragmatic implementation project within digital transformation. A senior IT director at a medical device company defined it as starting a new year of digital transformation on the shoulders of giants, based on data.
Contact us to request a product trial.
