Marketing & Sales
How data enrichment improved commercial targeting for a pharmaceutical company
In the pharmaceutical industry, commercial teams often work with incomplete customer data that limits their ability to reach the right healthcare professionals. Agilytic partnered with a large pharmaceutical company to enrich its client database, building a more detailed picture of general practitioners and specialists across Belgium.
To protect confidentiality, we may alter specific details while preserving the accuracy of our core contribution.
Context & objectives
A large pharmaceutical company's database lacked the depth needed to accurately segment general practitioners and specialists in Belgium. Without reliable and detailed data, the company could not personalize its outreach or allocate commercial resources where they mattered most.
The goal was to:
Gather publicly available, open data on potential clients
Consolidate it with existing records
Build stronger customer knowledge.
Overall, this data enrichment project aimed to improve commercial targeting by enabling more personalized messages and better-suited communication channels.
Approach
Source assessment
We worked with the marketing and operations departments to identify the most relevant public data sources. Each source was evaluated for scraping potential and relevance to the company's segmentation goals.
Data collection
We deployed web scraping techniques to collect open data on doctors from several public sources:
INAMI (Belgian national health insurance database)
Google search results, filtered through a SERP API
LinkedIn profiles, collected using PhantomBuster
Appointment platforms
All scraping and data enrichment consolidation was done in Python, making the entire process replicable for future internal development or data refreshes.
Consolidation and delivery
The collected data was cleaned, merged with the existing database, and delivered in an Excel file ready for analysis.
Results
The project was completed within less than a month.
At the end of the project, we delivered a set of resources enabling the client to build segments that inform future marketing campaigns:
A consolidated database enriched with all scraped data
A data dictionary detailing each column and feature
Full documentation of the methodology and Python code
A report detailing the approach
The data enrichment expanded the database from 13 features per doctor to 40, across tens of thousands of profiles and seven data sources. This gives the commercial team a far more detailed view of each practitioner. With improved customer knowledge, the client identified the next steps for increasing retention and commercial potential.
Because the scraping code is fully replicable, the client can perform future data refreshes and extend the work internally.
To safeguard confidentiality, we may modify certain details within our case studies.