Category Archives: Internet

Pharma: Leadership is the most decisive factor for a digital program’s success or failure.

Small-Ad-Agency-AdvantageAccording to McKinsey Global Survey results executives most often attribute the success of digital programs to managerial factors—senior management’s interest and attention, internal leadership, good program management, and alignment between organizational structure and goals— and are less likely to cite any technical considerations.  In fact, across most of the C-suite, larger shares of respondents report that their companies’ senior executives are now supporting and getting involved in digital initiatives.  However, this is an area where pharma still lags badly. Continue reading

Should pharma de-emphasize product websites?

imgresKEY TAKEAWAY:  The patient journey towards choosing a treatment option does not involve just one website.  It involves, depending on the health condition, a lot of research, primarily online, and talking with inner circle influencers.  Does this mean that pharma companies should devote less time and money on their product websites? Continue reading

Barriers to digital marketing excellence within pharma

cancer_patients_thrive_onlineKEY TAKEAWAY: Why can’t pharma achieve digital excellence and become a marketing leader rather than a follower?   There is no one simple answer to that question, but the core of the problem seems to be an acceptance of mediocrity when it comes to engaging patients and then blaming it on the fact that “we’re a regulated industry”. That is a sorry excuse that is contributing to less effective DTC marketing
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Pharma eMarketing: Challenges = Opportunities

innovationIf there one thing that you should take away from the ePharma conferences it’s that there is a hell of a lot of work to do when it comes to eMarketing in health care.  Sure, some companies are blazing new trails but for others without clear roads to follow they are staying put.  The good news is that there a lot of opportunity to really make a difference in patients’ lives and reach them with health and medical information to help them make better and informed treatment options. Continue reading