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This page shows the latest persona news and features for those working in and with pharma, biotech and healthcare.

The new science of content marketing

The new science of content marketing

Science and the creative process. When a brand decides to create or plan a new product or campaign, decisions are normally made based on boardroom personas or ideas about the target ... group of people and giving a focus-group approach to understanding

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Latest Intelligence

  • AI’s role in pharma marketing AI’s role in pharma marketing

    Using machine learning for persona development. Clearly, understanding preferences and behaviours at the individual HCP level is important for driving engagement among target audiences. ... For pharma clients that use email as part of their promotional

  • Cutting through the noise

    Audience segmentation, channel preference data and persona development can all be applied.

  • Rules of engagement Rules of engagement

    Your strategy should revolve around the customer, not the channel. Strategy is about being clear on which stakeholder you’re targeting, segmenting into meaningful groups, and creating personas and experience journeys

  • The new rules of marketing and PR The new rules of marketing and PR

    Inova serves more than one million patients each year. The company publishes content to reach specific buyer personas.

  • Achieving insight Achieving insight

    Personas are an accumulation of immersion. You can formulate your arguments for and against certain elements of the interface based on these. ... Creating accurate personas of your end users is invaluable in understanding who they are and how and why

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Wilmington Healthcare

A heritage to envy Wilmington Healthcare brings together the data intelligence specialisms of Binley’s, NHiS, Wellards and HSJ to create...

Latest intelligence

The relevance of patient perspectives to value
Exploring the evolution of patient involvement in health technology assessment, and the role of the patient voice in market access....
How is the NHS Long-term Plan being put into action?
Steve How, Paul Midgley and Oli Hudson, of Wilmington Healthcare, explore some of the changes that have occurred since the plan was published...
real world studies
The evolution of real-world studies
How industry and regulators are using real-world data...