With all the talk of big data, getting closer to the customer and the next achievements to be won, we forget how far we have moved on in the world. Or have we?

That was the aim of the latest industry survey from Cegedim, entitled EU Life sciences 2013: key perspectives on customer databases. Yet it found that client targeting (91%), territory management (81%) and market research (68%) are still the key drivers for using a database. And, interestingly, less than half (45%) use their databases to gain improved access to doctors.

But to gain competitive advantage in the new landscape – and to mitigate slowing sales growth and declining profitability – means having this critical customer intelligence. Indeed almost 100% of participants in the survey agreed that having a good quality database can deliver better sales by enhancing customer knowledge, as well as improve marketing segmentation and targeting. However, they also believe effects of having poor data are even greater, negatively impacting a broad sweep of commercial operations, business opportunities, discouraging the salesforce and hitting the reputation of the company concerned.

With the increasing value attached to the role of good quality data in companies’ business operations, 68% of respondents now say they plan on outsourcing this function in a bid to gain better access to their customers.

To read the White Paper on this survey, go to: http://bit.ly/IrOMjt