In a digital world that generates billions of gigs of data daily, quantity can easily overshadow quality. Having access to giant chunks of data can be overwhelming if you don’t know how to work with it. Often, working with big data doesn’t make a lot of sense unless your also incorporate working with small data. If you combine the two, magic happens! However that is not always easy since most big data is anonymized, so how do you link it to the “small” master data.

Small data in the pharmaceutical and med-tech industry could be HCP and HCO data – a sophisticated address book with contact details on customers and organisations. Big Data is about demographics, behavior in the population, decease stat development, sales figures etc. Combining this small data with big data can help targeting based on customer behaviour.

What if you could dig deeper? What if you could optimize your targeting even further? That’s where more data comes in. Adding pieces of information on top that can be collected from clinics and doctors, you can add a lot of value. It may be more subjective than the objective statistics, and it is directly linked to the small master data, giving you niche insights when you prioritize your target groups
This could for instance be knowledge of existing clinic equipment or number of patients treated.More data simply adds more granularity to your existing data, acting as a cherry on top: generating more, but better data. Quality and quantity combined.

Date: April 28, 2021
Time: 3 PM (CET)