The Health Pulse: The race for return on investment in commercial pharma

Greg and guest Patrick Homer, SAS commercial pharma industry consultant, discuss the role of analytics in commercialization of pharmaceutical products. From predictive modeling techniques to identify the best prescribers for sales to target, to engagement analytics to improve the quality of online marketing efforts, there are a wealth of opportunities to employ analytics to drive value during the commercial phase. Patrick and Greg will chat about several examples from Patrick’s work, including how analytics helped a major global pharma company transform its COVID-19 webinar campaign into a big success by leveraging insights from engagement analytics.