Pharma brands and the multichannel marketing imperative

Last month, Stephen Whiteside of WARC attended the ePharma Summit in New York City. Over the next few weeks, you'll see some of the insights he captured from the event.Pharma brands and the multichannel marketing imperativeFor too long, pharma brands have acted as if they are immune to the necessity of multichannel marketing. But if that inertia continues, it could ultimately prove to be fatal."We're at a point now where you're going to have to get very good at that if you want to continue to participate [and] even begin to dream about leading in this space," Jeff Conklin, svp/global commercial operations at Bristol-Myers Squibb, told delegates at the ePharma Summit – an event run by the Institute for International Research, and held in New York in February 2014."We have talked about multichannel marketing and digital and 'e' for quite some time. And it's been something you can begin to take part in, and begin to build some capability around, but you didn't have to immerse yourself in it. You could still be a very egocentric pharma company – and that's what pharma is, in my personal opinion."However, the expanding influence of new media platforms in the pharma space is undeniable, from medical sites like WebMD to social networks like Facebook and a plethora of healthcare-related mobile apps. Physicians – a crucial stakeholder for brands – have not been insulated from this trend, either, as they can now access a varied suite of digital tools should they choose.Senior ...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: ePharma Summit In house Pharma Marketnig Multichannel marketing WARC Source Type: blogs