Next-best action in healthcare marketing equally prioritizes both the brand's and HCP's needs
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How Next-Best Action Insights Can Transform Health Marketing

December 15, 2021
Jonathan Zile
AdAge

When most brands market to consumers, it’s a fairly straightforward process. After all, if you're Procter & Gamble and you want to advertise toothpaste, your audience is 330 million Americans. But when you’re a pharmaceutical company that’s developing a drug for nonalcoholic fatty liver disease that afflicts 30,000 people in the U.S., the toothpaste approach doesn’t work. You need to reach the very finite subsets of healthcare professionals (HCPs) who are treating those liver-disease patients, and through them, influence treatment patterns and patient outcomes.

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