A healthcare marketing executive, Neda Razavi is the head of product marketing, sequencing solutions, and library prep at Roche Diagnostics in Menlo Park, California. In this capacity, Neda Razavi develops digital marketing strategies to drive growth.
From the one-size-fits-all ads that were prevalent in the early years of the Internet, digital strategies have evolved to incorporate data-informed content that is tailored to specific demographics and coordinated over a range of devices and platforms.
From search history statistics to detailed information on social media and website habits, marketers have access to a comprehensive range of actionable data. In addition, a comprehensive profile can be developed through lead generation forms and customer reviews and surveys.
The data reveals not only where to place marketing content, but also the products and topics in which specific consumers are most interested. By understanding the unique goals and requirements of those within specific demographics, content can be created that is non-intrusive and meets practical needs.
Once personalization has been achieved in terms of understanding the consumer, ads can be placed in just the right mix of social media, chat, text, search engine, and email platforms to effectively reach the target audience.
Neda Razavi 