Simone Bailey is
a marketing and
technology strategist
with GTM Strategy, IMS Health North
America, Technology and Applications
who advises healthcare companies looking
to execute more successful customer
marketing programs. Simone has a
background in business intelligence (BI),
customer relationship management (CRM)
and multi channel marketing (MCM),
gained during fifteen years within software,
services and pharmaceutical companies.
Simone is currently the Strategy Director
for IMS’s U.S. Technology Solutions
organization, with responsibilities spanning
marketing, sales enablement, alliances and
corporate development. IMS Health is a
leading global information and technology
services company providing clients in the
healthcare industry with comprehensive
solutions to measure and improve their
performance. End-to-end proprietary
applications and configurable solutions
offer comprehensive insights into diseases,
treatments, costs and outcomes. The
company’s 15,000 employees blend global
consistency and local market knowledge
across 100 countries to help clients run
their operations more efficiently. Customers
include pharmaceutical, consumer health
and medical device manufacturers and
distributors, providers, payers, government
agencies, policymakers, researchers and the
financial community.
sbailey@us.imshealth.com
COMMEnT
their customers, yet that sometimes isn’t translated
into highly targeted messages that reach the customer
at the right time via their channel of choice. There’s
a;separation;between;knowing;the;customer;in;the
abstract and actually engaging with them as an indi-vidual;with;marketing;campaigns.
Bringing;together;all;relevant;customer;and;market-ing data is the starting point for building your customer experience. Today that data often sits across
multiple internal and external organizations. Your
employees spend far too much time attempting to
make;sense;out;of;the;chaos;of;data;that;surrounds
them. Data integration is absolutely central to a mar-keter;being;able;to;execute;their;marketing;strategy.
Everything;you;know;about;your;customers;should;be
accessible by you, via one portal. Having a segmentation engine sitting on top of that data is what enables
marketers;to;slice;and;dice;their;customers;and;start
crafting highly targeted messaging for those segments.
It is the combination of the right campaign management platform plus integration of all the relevant data
that;makes;a;difference;in;how;you;marketers;can
execute. Then you can start to close the gap between
the;wealth;of;customer;knowledge;and;the;execution
of;data;driven;marketing;campaigns;leveraging;that
knowledge.
If you want to differentiate in the short term, leverage
technology to create optimal customer experience as
soon;as;possible.;Make;the;right;technology;invest-ments. Prioritize investments according to whether
they;will;accelerate;your;mission.;Take;some;of;the
data and application burden away from your IT and
shift it to a software vendor. Free up IT to support the
business in other areas.
The opportunity to differentiate isn’t going to last
for long. Eventually everyone will catch up and this
foundational;technology;will;be;a;given.;No-one’s;talk-ing about the benefits of Microsoft Word or Excel to
the;organization;anymore!;Make;the;transition;before
your competitors do, and then focus on the fun stuff –
using this technology foundation as the launch pad for
creating emotional connections with your customers
that;will;shape;their;experience;of;your;brand.;•
