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Big data, pharmaceutical marketing and healthcare

Author

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  • Wolin, Ben

Abstract

The information explosion known as ‘big data’ presents huge opportunities for digital marketers. This paper presents examples of how companies are leveraging big data in the context of healthcare and pharmaceutical marketing. It explores how data are fuelling innovation to improve health outcomes for consumers and patients, and presents a case study of how Everyday Health is leveraging data to target users more precisely, and improve campaign effectiveness for advertisers.

Suggested Citation

  • Wolin, Ben, 2014. "Big data, pharmaceutical marketing and healthcare," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(1), pages 35-39, May.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:2:i:1:p:35-39
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    More about this item

    Keywords

    big data; digital health; pharmaceutical marketing; health innovation; user targeting; data tracking;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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