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

Analytics holds the potential to drive Billions in gains for the life sciences industry in the commercialization phase. Greg hosts SAS Industry Consultant Patrick Homer to discuss analytics use cases in commercial pharma. Before joining SAS, Patrick spent more than 20 years in pharmaceutical sales leadership. At SAS, he worked to develop solutions that use predictive modeling to help commercial pharma leaders make their sales and marketing strategies more effective by targeting the right prescribers. Patrick also shares his work in engagement analytics to improve marketing campaigns for health care providers (HCPs), including how analytics helped a major global pharma company transform its COVID-19 webinar campaign from a bust to a big success by leveraging insights from engagement analytics. Webinars and other online events have exploded in health care and life sciences since the onset of the pandemic, and we can expect a digital-first approach to remain after society reopens. This means the competition for online participants in these events will remain fierce. Analytics holds the key to a competitive edge. All presentations represent the opinions of the presenter and do not represent the position or the opinion of SAS.