Beer and tacos: marketers have butter and butter money with health data


My introduction to data and analysis came from the brilliant and wildly skeptical folks at Baseball Prospectus.

While broadcasters raved about the virtue of sacrifice bunts and hailed players with inflated RBI totals, BP challenged such conventional thinking. Sacrificed bunts, the site’s authors argued, yielded a team’s most prized possession – one of its three outs – while RBIs were less a function of a batter’s particular skill than his greatness. fortune to come to home plate when there were runners on base.

However, BP didn’t make their case like the traditional sportswriters of the late 1990s. If the words “heart” and “immaterial” were part of their staff’s collective vocabulary, you never would have known. On the contrary, he backed up his conclusions with cold, concrete data.

Take the suggestion that pasta should not decay. In 2013, according to the BP database, teams with a runner on first base and no outs could expect to score .826 runs in that inning, while teams with a runner on second base and one out could expect to score 0.637 points.

What made BP’s analysis so compelling was that the site wasn’t dogmatic about it. “Cavities limit themselves” might have been the headline, but it carried the caveat that dropping some once in a while would keep defenders honest. BP did not marry his beliefs.

Likewise, he did not see analysis as the only lens through which every question should be filtered. Critics of the site have often claimed that it wanted to rid the game of the often romanticized “human element”, notably the scouts who had long dominated the player development process. To that, BP writer Dayn Perry responded with my all-time favorite metaphor: To paraphrase, when someone asks you if you want beer (stats) or tacos (scouts), the correct answer is “both”.

The September print edition of MM+M, its fifth annual data issue, shows that medical marketers have finally gotten the memo. They are deploying data in more useful and creative ways than ever before, whether to better inform the industry’s underperforming chatbots or, in tandem with AI tactics, to take some of the guesswork out of the drug discovery process. . They are ready to leverage data streams from untapped channels, such as ad-supported streaming, and rid the industry of potential abuses, such as inferring pregnancy from shopping habits. The state of the Data Union may be fragmented, but it is strong.

Medical marketing has beer, in the form of its army of data scientists and technologists. He has tacos, in the form of his empathetic and savvy creatives. In the months and years to come, that should make for one hell of a satisfying meal.

Excerpt from the September 01, 2022 issue of MM+M – Medical Marketing and Media


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