Webcrawling for the pharmaceutical industry

In a current project, Wunderlich Analytics is advising an expanding pharmaceutical company on the efficient use of new technologies. With web crawling, structured information can be determined from the data of websites – with business intelligence, marketing and sales activities become measurable and transparent. Interesting information about doctors and therapists can be researched on the Internet. This enables the company to make its products more widely known and accessible to new patient groups. The decisive factor here is the match in terms of content: Do the company's medical products fit the specialty of the doctors and therapists and which practices can ensure qualitative advice on the products?

In the project, the methodological procedures for web crawling are discussed in several workshops and tailored to the individual goals of the company. In essence, 3 approaches are considered:

• Assignment of doctors and therapists to specialties
• Targeted doctor search
• Advertising partner scouting

Based on 5 test scenarios, Wunderlich Analytics works with the company to design 3 ready-to-test use cases, which are then tested. Wunderlich Analytics also provides a template for configuring the crawling algorithms. The aim is to enable the pharmaceutical company to carry out further activities in order to implement subsequent web crawling measures in the company independently with a selected technology provider according to a standardised process. The workshops are recorded and used for internal training purposes.

For the use of business intelligence, Wunderlich Analytics presents the possibilities from descriptive analysis to prescriptive analysis using concrete application examples for reports. Perspectives are the development of standard reports for inventory development, customer segmentation, product interests as well as management dashboards. For the implementation, the use of technologies established in the company such as Microsoft Dynamics CRM and Power BI is recommended.

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