This week the pod discuss Data Driven Marketing In Pharma with Alex Butler and Faisal Ahmed joined by guest James Gardner, BTS Director, Digital Services & User Experience at AbbVie. The discussion asks if and how pharma can truly embrace data driven marketing and customer centricity. Does data driven marketing replace the ‘big idea’ in development of a marketing strategy? What does the imperative to listen rather than to ‘survey’ mean to pharma organisations? Is the capacity to pull multiple sources together to make something usable and relevant the true key to success?

We also look at some of the key challenges to utilising data such as data privacy and regulation and the principles of data quality which were defined as availability, usability, reliability and relevance-what do they mean and how do we apply this in pharma?