Cobbs Creek Healthcare
Changing the Dynamics of Pharma Marketing

COVID-19 and the ensuing economic downturn have undoubtedly brought about a sea change in the pharmaceutical industry. Players across the board are struggling to find the silver lining in the pandemic to not only develop new drugs and efficient models for the future but to ensure sustainable commercial success. Experts believe that winning models will have to focus on a strong value proposition for the physician, stellar patient experience for the user, and a proven ROI for the payer. As such, it has become essential to have real-time insights on market trends, measure the efficiency of their marketing tactics, formulate sound marketing strategies, and allocate budgets in a well-informed manner.

However, pharma marketing has always been complicated and inherently different from any other industry due to the influx of disparate data sources. Meaning, data is disaggregated across multiple touchpoints, such as EMR/EHR, lab data, medical, pharmacy, and hospital claims, distribution and shipment data accounts, and physician-level sales data. Patient-level data has also remained deidentified to maintain data subject anonymity. Accumulating data from these different sources and preparing those for analysis is a task easier said than done.

This is where Cobbs Creek Healthcare steps in. Primarily focusing on the pharmaceutical industry, this analytics firm applies a consultative approach to data sciences and deploys machine learning-based algorithms to uncover real-time optimization opportunities. “Our key value is to unleash the power of data. To do so, we use our proprietary system that integrates cutting-edge technologies with traditional statistical methods, which ensures a more thorough and in-depth analysis of data. This way, clients can gain a comprehensive understanding of market dynamics in real-time,” says Jun Huangpu, founder and CEO, Cobbs Creek Healthcare. The company also helps clients to understand individual physicians’ responsiveness to a particular product. This enables businesses to more effectively conduct call planning and make accurate sales predictions for effective resource allocation. “Analyzing data on a yearly or six-month basis to plan a whole year’s strategy is not anymore a feasible option for brands. Today, they need real-time intelligence and insights—and we are enabling clients to have that,” Huangpu says.

What really differentiates Cobbs Creek Healthcare is its consultative approach to client servicing.

Our key value is to unleash the power of data. To do so, we use our proprietary system that integrates cutting-edge technologies with traditional statistical methods, which ensures a more thorough and in-depth analysis of data. This way, clients can gain a comprehensive understanding of market dynamics in real-time

They understand that every life sciences company is unique in a multitude of ways in terms of products, approach to conducting business, and challenges—catering to which requires bespoke solutions. To do this, the company dives deep into their clients’ people, processes, and technology, identifies pain points within, and helps clients address them in a way their goals can be achievable, as opposed to force-feeding off-the-shelf solutions and taking the cookie-cutter route. “This enables us to create long-term relationships with clients and maintain a higher client-retention rate,” Huangpu adds.

Such focus on client-servicing has allowed Cobbs Creek Healthcare to enjoy exponential growth over the years. Even during the unprecedented challenges that the pandemic presented, the company’s solutions helped several clients to rightly perceive the evolving market dynamics and strategize their marketing efforts accordingly. “The trend of telehealth is rising rapidly, and we have been able to adapt to the evolving scenario,” Huangpu says. Going forward, the company will invest significantly in technology to take its analytics capability to the next level and address the ever-evolving market needs.

Cobbs Creek Healthcare is opening up new opportunities for pharmaceutical companies by enabling them to more effectively address their business-specific marketing needs. “For large life sciences companies, it is difficult to change their marketing strategy in one day. It is a long process. We understand it. So, our primary objective is to be the agent of change and make everyone in our clients’ organization prepared for the change that we strive to initiate,” says Huangpu.