Facing the Digital Future: What Pharma Marketers Need to Know

Merck Multi-Channel Marketing Head Prescribes Factors for ePharma Success By Marc Dresner, IIR USA It may be an identity crisis, but it’s no secret: There’s a tectonic shift occurring in healthcare and the pharmaceutical industry is struggling to accept and adapt to it.The empowered patient, armed with social networks, technology and boundless information resources, is here to stay. Craig DeLarge As a result, staying relevant appears to be an important and increasing challenge for pharma.That’s according to Craig DeLarge, U.S. leader of the Multi-Channel Center of Excellence at Merck. DeLarge insists the industry must “reform our content and our various offerings so that they maintain their relevance in the face of the changes people are going through in their health journey.” DeLarge also says we need to do a much better job of anticipating, tracking and embracing change.That means shifting focus from product to patient. In an age of ubiquitous connectivity, clearly being anything but responsive is not a sustainable policy for pharmaceutical manufacturers. In this ePharma Insider interview, DeLarge covers: •  Channel migration and proliferation—what the future holds in store • The shift from promotion to customer care and outcomes • How to structure for success across social, mobile, point-of-care, multi-channel and CRM And much more... Listen to the podcast here! Download a transcript! Editor’s note: Craig DeLarge will be ...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: 2013 epharma summit Digital Marketing for Pharma Source Type: blogs