Pfizer Digital Markitect Talks Emerging Markets, Urges Caution, Experimentation

Global Multi-Channel Marketing Strategy Lead Reviews Quest to Build Shared Services at World's Biggest Big Pharma By Marc Dresner, IIR David J. RyanFor the past couple of years, Dave Ryan has been busy creating a portfolio of globally consistent shared services around digital marketing and innovative customer engagement for Pfizer.He sat down with Inside ePharma for a podcast interview recently to discuss the endeavor and share a few lessons learned.Reconciling the need for consistency—in process and standards—when you’re dealing with heterogeneous developing markets has proved particularly challenging, he says.“You can’t take it in a Big Bang approach because there are just too many countries. There are too many economies. There are too many payer systems. There really are just too many variables in that experiment,” Ryan told Inside ePharma.“People have taken for granted that technology and the Internet create deployment where there wouldn’t have been other opportunities”Compounding the problem, infrastructure—or lack thereof—can present issues that go well beyond the ability to deploy technology.“People have taken for granted that technology and the Internet create deployment where there wouldn’t have been other opportunities,” said Ryan. “If the technology infrastructure is developed and behaviors are under-developed, it doesn’t provide us the opportunities we thought we might have,” he noted. In this exclusive interview with Inside ...

Source: ePharma Summit - January 28, 2014 Category: Medical Marketing and PR Tags: Digital Pharma Marketing ePharma ePharma Summit Marketing Technology Pfizer marketing Source Type: blogs