Customer Profiling in Healthcare: Is that Even Possible? A Case Study at MSD.
November 19, 2019
Customer profiling has been around since the traveling salesmen. It became more pronounced with industrialized marketing. And it exploded with big data and machine learning. So why is customer profiling still having such a hard time in healthcare and other regulated industries? It’s not due to lack of data or GDPR as this case study will show. We will explore here customer segmentation in pharma with affinity scores, early adopter detection, and customer value analysis. We will discuss different uses for segmentation and maybe even talk about what these “personas” are all about.