SUMMARY: Digital marketing is not a tactic. It’s a mindset. With the changes to healthcare on the horizon, the time has come to start building digital capabilities in all areas of company functions.
Pharma digital marketing
KEY TAKEAWAY: Digital marketing is not a bunch of tactics, but rather a way to think about how patients are making healthcare decisions.
According to McKinsey Global Survey results executives most often attribute the success of digital programs to managerial factors—senior management’s interest and attention, internal leadership, good program management, and alignment between organizational structure and goals— and are less likely to cite any technical considerations. In fact, across most of the C-suite, larger shares of respondents report that their companies’ senior executives are now supporting and getting involved in digital initiatives. However, this is an area where pharma still lags badly.
KEY TAKEAWAY: Why can’t pharma achieve digital excellence and become a marketing leader rather than a follower? There is no one simple answer to that question, but the core of the problem seems to be an acceptance of mediocrity when it comes to engaging patients and then blaming it on the fact that “we’re a regulated industry”. That is a sorry excuse that is contributing to less effective DTC marketing
From a report from Capgemini Consulting comes this summary of pharma digital marketing; Some companies are what we call the “Digirati.” They have the digital maturity not only to build digital innovations, but also to drive enterprise-wide transformation. And they benefit from their actions. Digirati have significantly higher financial performance than their less digitally-mature competitors. Where does pharma rank ? At the bottom where you thought they would be…