|By PR Newswire||
|March 18, 2014 03:00 AM EDT||
BARCELONA, Spain, March 18, 2014 /PRNewswire/ -- Research from Gartner suggests Life Science companies should make their data more actionable so they can use it to make better business decisions.
Gartner's Report Closed-Loop Marketing In Pharma Has Yet To Close The Loop indicates "the failure of pharma companies to close the loop between sales and marketing activities, and the degree to which doctors actually change what they prescribe or how they perceive the product."
In the report, Gartner recommends exploring predictive modeling as a way to turn insights into actions. "Recognize that data integration is key to marrying up causal activities (what is shown and discussed) with results (what the doctor or group of doctors prescribe as a result)," wrote Dale Hagemeyer, author and Vice President Industries Research, Gartner Inc.* "Evaluate CLM solutions with predictive modeling capabilities 'baked in,' so that you can move from evaluating the past to guiding the sales rep with an expected outcome."
"Life Science companies struggle with how to utilize their data in real time. Data is worthless if it's not actionable," said Jeff Gaus, CEO of Prolifiq. "ENGAGE puts data into the hands of the reps in real time. It's actionable. It suggests to the rep how they should interact, helping them achieve their goal and fully close the loop."
Visit Prolifiq at eyeforpharma Barcelona, Booth 73.
*Quote originates from Gartner Report: "Closed-Loop Marketing in Pharma Has Yet to Close the Loop" by Dale Hagemeyer, September 14, 2013
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