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.
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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. Continue reading
KEY TAKEAWAY: Digital marketing is a crucial piece of your overall marketing and should not be left to IT to develop “best in class” patient centered interactive marketing. Continue reading
POST SUMMARY: In order to really leverage digital marketing emarketing people should be fully integrated with the brand team so that they can better understand patient insights and develop the best digital strategies to reach patients who are entering the healthcare decision funnel. Continue reading
While I understand that most pharma companies are under a lot of budget pressures due to increasing costs of drug development and some big name brands coming off patent it’s essential that your digital marketing is done by someone who has in depth knowledge of the brands target audience and its customers. Continue reading