SUMMARY: Digital marketing is too damn important to leave to your agency. Pharma needs to develop digital marketing expertise in-house and have marketing people integrated within each brand team.
QUICK READ: Just as I had written on this site a Chief Digital Officer for a top pharma company has left after just twenty-four months on the job. Culture destroys even the best business intentions. Digital is so important to pharma but so is old business models driven by a merry-go-round of pharma lifers.
SUMMARY: Pharma continues to allocate too much money for paid search while failing to adequately measure the key metrics of their dollars. There are a lot of opportunities to stop thinking