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
KEY TAKEAWAY: According to Sloan Management Review “employees and executives are highly inclined to jump ship if they feel they don’t have opportunities to develop digital skills”. While there are some digital pioneers trying to push the boundaries of digital marketing the industry continues to bleed talent.
Digital marketing is evolving and changing day to day. What was true yesterday is not necessarily true today plus the hype around digital marketing trends often is bigger than the reality of ROI. It’s not enough to build internal digital marketing capabilities organizations have to ensure that marketers stay on top of digital marketing trends so they can develop strategic marketing strategies that are based on good data and facts. Here are my top digital marketing trends for DTC marketers…
POST SUMMARY: According to McKinsey&Company “unlike successful B2C companies in other industries— which offer mobile solutions, provide personalized product recommendations, and empower customer-service agents with a 360-degree view of the customer—most healthcare providers and payors are lagging, as are pharmaceutical companies and medical-device manufacturers.” How much monger does pharma need to get the wake-up call?