Big data, pharmaceutical marketing and healthcare

Ben Wolin

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 1, 35-39

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.

Keywords: big data; digital health; pharmaceutical marketing; health innovation; user targeting; data tracking (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:2:i:1:p:35-39

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