Pharmaceutical Multichannel Marketing in a .Me World

Today's post comes from Mark Miller, the Senior Vice President, Healthcare Portfolio Lead at Epsilon.Mark Miller, EpsilonWith the breakneck pace of innovation, the world today is vastly different than it was a decade ago. You can no longer take a one-size-fits-all approach to marketing. Today’s consumers, whether patients or Healthcare Professionals (HCPs), demand that you know who they are, where they are, what they need, and when they need it. With the rise of social media, consumers have greater control, openly sharing their positive and negative opinions of everyday interactions in blogs and online video for everyone to see.To be successful in this “.me” world, you need a new solution that recognizes and embraces channel fragmentation, and the maturity of digital. You require a strategy that acknowledges the shifting power balance and that brand relationships reside in a highly distributed environment.Developing a Multichannel Marketing strategy The essence of a Multichannel Marketing (MCM) strategy must center on your ability to reach, connect, and deliver value and relevance to various customers. An MCM solution should have a simple, but hugely ambitious purpose: To inspire people to take action – to learn, to speak with confidence, to participate, to share. It's about engagement and dialogue. And by embracing a MCM strategy, marketers can create connections with HCPs and patients that lead to measurable business impact.To succeed in this new environment a...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: ePharma Summit Epsilon Multichannel marketing Pharma Multi Channel Marketing Source Type: blogs