Why digital marketing needs a data plumber

Marylyn Donahue

Bayer, the pharmaceutical company, has ramped up its focus on digital data as a means of fueling business value.

Even as more and more industries are readily embracing data-driven digital marketing, pharmaceutical companies have been noticeably slow in embracing such opportunities.

Two considerations – largely unique to pharma marketing – help account for this tardiness:

  • Regulation: Life-sciences organizations must comply with specific federal and state reporting and compliance requirements. Additionally, the US Food and Drug Administration has strict guidelines about promoting pharmaceuticals on both new and old media.
  • Data: Pharma companies are stalled by too much, rather than too little, information. An enormous variety of information sources – ranging from anonymous patient data to retail sales –...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands