3 ways to eliminate elements of an unhelpful customer master database

3 ways to eliminate elements of an unhelpful customer master database

2017-10-24T23:06:18+00:00 August 16th, 2016|Data Cleansing|

Medical manufacturers, pharmaceutical companies and other organizations attempting to initiate – and improve – communication with medical professionals likely understand how important marketing efforts are. Most businesses will gather and store a list of customer data – ranging from addresses to preferences and beyond. While these materials are extremely helpful for outbound marketing efforts, specifically email-based outreach, they are also very sensitive.

Should an external source get their hands on this data, organizations’ reputations could be damaged. Not only would they lose the trust of their clients, but companies would lose standing in their industries. When information is no longer being used for specific purposes, it’s critical for the materials to be eliminated for good. Let’s look at three ways organizations can do just that:

Customer databases should be periodically checked to manage information.
Customer databases should be periodically checked to manage information.

1. Manage backups
To keep information secure, the majority of organizations will move important data from the main database to another server for backup. For the most part, these systems are able to safely store materials in a place that is more difficult to hack into. Sometimes, situations arise where this data ends up in a more public and accessible space. When that occurs, information is susceptible to a breach and the holder of the information will be at fault for failing to protect the data.

For organizations looking to get rid of their databases altogether, it’s crucial to check every nook and cranny for saved materials. By deleting the information off backup software or even taking those solutions offline, businesses can ensure nothing is available for thieves to take, according to cyber defense provider Wordfence.

“Simple data management practices can eliminate duplicate pieces of information.”

2. Eradicate duplicates
It happens to every organization handling large sums of information – multiple copies of the same data. Sometimes, the process of entering the materials wasn’t completed thoroughly the first time and replicated in another situation or customers entered their data into a form more than once without realizing it. Either way, having duplicate content in a consumer database can lead to wasted time and resources for life sciences companies. Those in charge of completing marketing outreach could spend too many minutes and hours searching through their systems to find the complete rundown of correct client information and may end up sending email messages and more to addresses that don’t exist or are false. Simple data management practices can ensure these instances don’t occur too frequently, CIO suggested.

3. Work with a partner
Data cleansing and appending – both of which fit under the information management umbrella – can be difficult for organizations to complete on their own. Luckily, they don’t have to. Working with a third-party service provider such as HealthLink Dimensions enables organizations to efficiently handle their communications with doctors and other professionals in the field. These partners can maintain customer databases, ensuring materials aren’t out of date or unusable, while also helping companies gain new data to add to their lists. Furthermore, partners like HealthLink Dimensions can assist companies with their consumer outreach via email marketing. Through a collaborative process, HealthLink Dimensions can develop effectual outbound strategies that can be updated over time for increased in-depth interactions with clientele.

It’s vital for medical-facing companies to keep their customer master databases as healthy as possible. By managing backup storage, eliminating duplicate materials and collaborating with a third-party partner, organizations can eradicate elements of their databases that are no longer effective or are leaving them open to unnecessary risk.