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Big data, pharmaceutical marketing and healthcare
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.
The full article is available to institutions that have subscribed to the journal.