Last Updated on May 31, 2023
In this episode of the Pharma Sales and Tech podcast, we welcome Martijn van den Corput, CCO and co-owner of OptInsight. Martijn shares his expertise in helping pharmaceutical companies improve their communication with healthcare providers (HCPs) by collecting, managing, and integrating data to build trusted relationships.
Martijn explains the importance of consent management, not only as a legal requirement under GDPR, but also as an opportunity for companies to ask for preferences and build relationships with their target audience. He emphasizes the role of human interaction and understanding the needs of HCPs to make the data relevant and compliant, and highlights the common misconceptions companies have about collecting and using data.
The discussion also delves into the challenges of managing data from multiple departments and bringing together different disciplines to create a strategy that resonates with the target group. Martijn suggests advanced customer profiling as a way to understand the interests and needs of the target audience before providing them with value.
Finally, the importance of consent management is predicted to be more significant for all industries in the future, with successful examples of consent management leading to commercial success being shared.
Join us for this insightful discussion on building trust and transparency in pharmaceutical sales.
Key takeaways
- Consent management is not just a legal requirement under GDPR, but an opportunity for companies to build trust and relationships with their target audience.
- Advanced customer profiling is crucial in understanding the interests and needs of the target audience before providing them with value.
- Bringing together different disciplines is necessary to create a strategy that resonates with the target group.
- Successful examples of consent management leading to commercial success exist in the pharmaceutical industry.
Episode Highlights:
- Martijn van den Corput, CCO and co-owner of OptInsight, shares his expertise in helping pharmaceutical companies improve their communication with healthcare providers (HCPs) by collecting, managing, and integrating data to build trusted relationships.
- Consent management is emphasized as an important aspect of communication with HCPs, as it provides an opportunity for companies to ask for preferences and build relationships with their target audience.
- The role of human interaction and understanding the needs of HCPs to make the data relevant and compliant is discussed, along with common misconceptions companies have about collecting and using data.
- The challenges of managing data from multiple departments and bringing together different disciplines to create a strategy that resonates with the target group are also discussed.
- Advanced customer profiling is suggested as a way to understand the interests and needs of the target audience before providing them with value.
- The importance of consent management is predicted to be more significant for all industries in the future, with successful examples of consent management leading to commercial success being shared.
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Tip: involve your colleagues from other departments within your company. In this way we can instantly answer questions and provide clarity from various points of view.
