IDC MaturityScape: Omni-Channel Optimization in Life Science Sales and Marketing
This IDC study identifies stages, outcomes, and required actions for life science companies to effectively optimize omni-channel digital systems within sales and marketing organizations. CIOs, IT executives, managers, and buyers, as well as sales and marketing executives in life science companies, can use this study to evaluate their capabilities and performance. This IDC MaturityScape explores the characteristics of the different dimensions in each maturity level, including people, process, and technology, as well as related sub-dimensions.Michael Townsend, research manager, Life Sciences Business Systems Strategies for IDC Health Insights, says, "As technology for omni-channel optimization advances, life science sales and marketing organizations have begun in earnest to adopt cloud-based mobile software solutions, which can provide critical information for sales reps, marketers, doctors, patients, and other stakeholders from a host of internal and external sources. This information will be combined and analyzed to improve sales and marketing reach and efficiency and drive increased sales of new and existing therapies. Life science companies will continue to see improved outcomes, growth, and productivity as they use these technologies to learn about (and predict) doctor and patient behaviors and preferences."
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