Lead Generation:
Robots Vs. Humans—And the Winner is…

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Occasionally, we hear about companies that use robotic methods to find bio/pharma business leads. What about the quality of information that’s harvested by automatons–and the coverage that gets missed using this method? There are some potential shortcomings of significance:

  1. Coverage of specialty medical conferences (like ASCO, AACR and many others).Many abstracts at these events are embargoed, meaning they’re not made publicly available until they’re presented at the event, where robots are not invited. Even beyond embargoes, having feet-on-the-ground, experienced human representation at medical conferences is likely to deliver more thorough coverage for specialty therapeutic areas.
  2. Robots use logic; humans use expert judgement. Robots are limited by the logic they’re programmed with, and most robots of the caliber being discussed here simply can’t stand up to the practical reasoning and deep understanding that human life science researchers bring—particularly when it comes to searching out corresponding related information that sheds further light.
  3. Incorrectly posted leads frequently occur. Robots don’t know when an erroneous press release posting occurs, but human researchers do, which assures that your time isn’t wasted pursuing false leads. Further, the language used in press releases often is non-specific and doesn’t provide the level of information needed to flag an event as a true business development opportunity. Life science research analysts know how to look deeper to find and report the full story.
  4. Research robots are unlikely to use deductive reasoning, leaving many stones unturned. However, human researchers can hunt down specific opportunity categories like “newly funded early phase companies that don’t yet have product pipelines.” Connecting the dots in a savvy way is an innately human skill that brings important information to the fore.
  5. Researching bio/pharma companies gives important insight into the needs of sales and marketing people who want to do business with bio/pharma companies. This opens a constant flow of information that guides product developments that enhance the experiences of end-users. Much would be lost without these “live” observations.
  6. Megatron, Sentinels, Ultron, Hal 9000… well, you get the idea.

While robots may be fast, speed that sacrifices quality means your lead-generation investment dollars won’t go nearly as far as they could. And remember that today’s selling environment isn’t even about who gets there first; it’s about whose solution is the best fit—which requires genuine knowledge and human insight.

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Judy has been with PharmSource since 1998, and is Vice President and co-owner. She brings a wealth of experience in management, marketing, business development and sales consulting. Judy holds a BA degree from NYU and an MBA degree from Northeastern University.

More posts by Judy Ludwin Miller