What trends in life sciences are influencing marketing and media? For Lea Wester, Managing Director at Addressable Health, the spotlight is on precision medicine.
“The FDA defines precision medicine as tailoring treatment to the unique needs and differences of each individual. The goal is to match the right treatment to the right patient at the right time,” she explains.
Wester believes a similarly tailored approach is essential in precision media and marketing. By integrating unique treatment and patient data with commercial response metrics, marketers can develop customized strategies. This allows for the delivery of the right message at the right time, ultimately enhancing the effectiveness of media and marketing plans.
The Managing Director argues that many brands and companies haven’t yet evolved their marketing models to identify smaller, more nuanced patient populations. They’ve invested heavily in data, but often there’s a disconnect. For example, in the realm of rare diseases, a provider may only encounter one or two patients in an entire year.
However, in Wester’s eyes, using those data points to understand where and how to customize marketing strategies is entirely worthwhile. “Some people might say that this is too challenging or not possible, but I’m here to say that in a modern marketing model, this is possible and it’s really worth it,” she continues.
To learn more about how precision marketing can deliver transformative impacts, access this interview today!