Basics of Personalized Marketing

An alumna of the University of Azad in Tehran, Iran, Neda Razavi is a successful executive in the medical services and technology fields. Since 2018, she has been a brand leader and executive marketing consultant at Natera, a California-based genetic testing company. Neda Razavi is in charge of developing the company’s marketing strategy, which has an increasing focus on personalized marketing.

The first step of a personalized marketing strategy is defining buyer personas and finding out why they would want to use the company’s services or buy its products. Having multiple buyer personas can help the company to better assess the market.

Next, the company has to define the specific features of the product or service that are of key importance to the ideal buyer. For some buyer personas, it would be affordability, while others would concentrate on quality, availability, or other aspects. This step also helps find out what potential customers might consider the company’s weaknesses and strengths.

The final step is the execution of the marketing plan. In this step, the company should leverage the data it gathers from search engines and social media platforms to target its future customers with personalized ads and content.

Stanford University’s Genetics and Genomics Professional Certificate

The recipient of a bachelor’s degree in cellular and microbiology (University of Azad in Tehran) and a master’s in business administration (Pepperdine University), Neda Razavi currently holds the position of executive marketing consultant for Natera, a company that works in prenatal genomic testing. Neda Razavi is also pursuing an interest in targeted treatments for patients using gene information by obtaining a certificate in genomics and genetics from Stanford University.

Stanford University offers a number of certificate programs aimed at working professionals looking to expand their knowledge. The genetics and genomics certificate program’s prerequisites include a bachelor’s degree, at least 5 years of work experience (preferably in a science- or tech-related field), and at least a high school level of biology and chemistry.

The program is recommended for medical sales professionals, medical practitioners looking for new knowledge, and others working in non-scientific roles in a scientific field. Students can work at their own pace to finish the certificate. The program includes two required courses and four electives, but it’s strongly recommended that students take Fundamentals of Genetics: The Genetics You Need to Know, and Genomics and the Other Omics: The Comprehensive Essentials.