IN SUMMARY: When I worked on the Cialis launch I was lucky to have the budget to make our eMarketing campaign a huge success. I realize now that having the budget to really succeed in pharma eMarketing is a rare event.

KEY TAKEAWAY: CPG companies have been investing heavily in building digital capabilities because they understand that traditional interruption marketing is not as effective as before.  But pharma companies seem to be stuck in neutral when it comes to emarketing for DTC marketing.  The primary reasons are the pressure on the pharma business models along with gaps in retaining and acquiring talented emarketing people.