Rapidly changing digital marketing

changingdigmktgPOST SUMMARY: Digital marketing is moving at warp speed.  Pharma companies need to build capabilities in house or ensure that their digital agencies are up to speed to ensure maximum ROI.

To say that digital marketing is changing and evolving would be an understatement.  Google announced a new Panda Update that helps the search engine identify websites with low-quality content. This recent update is expected to be complete by next week and will affect three to five percent of queries depending on their locale.  Designed to help Google identify thin content “more precisely,” the update will penalize sites with low quality content, while allowing sites with more high-quality content to rank better.


In addition Facebook announced Atlas, their cross platform ad network.  Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.

What does this mean for pharma digital marketers?

(1) Content has to be unique and has to be shared to rank higher in organic search.


(2) Atlas presents a unique opportunity via cross platform/devices, but the speed of optimization is the key to success.

(3) Your digital marketing team needs people who can be experts in certain areas of digital marketing like search, content and online advertising.

(4) Pharma is going to have to rely on agencies to optimize online media, but we need to ensure that agencies can react with speed to ensure maximum return.