What are the biggest misconceptions in pharmaceutical marketing circles in regards to digital channels and media?

In continuing our look back at the 2013 Inside ePharma interview series, today we look back at the conversation Marc Dresner had with James Chase, Editor-in-Chief of Medical Marketing and Media.  In this interview, they discuss how digital is changing the Pharma communication channels.  From how sales reps can communicate with doctors, the new empowered patient, how digital strategies should be changing with organizations and more. What do you see as the biggest misconception in pharmaceutical circles or in pharmaceutical marketing circles, if you will, with regard to digital channels and media? James: That’s a good one, Marc. Well, in the spirit of controversy, I guess in terms of the big picture actually defining digital as a series of channels would, to me, be a misconception in itself. When you think of digital, what the digital era has done is transform the way that people search for information, how we absorb messages, how we engage in dialogue, how we interact, what we share, who we trust, what we find valuable and how we experience our brands and, also, how we judge them, of course. It’s done other things like shorten our attention spans, it’s raised our expectations of interactions and it’s held brands accountable for these experiences.  So, really, digital has made a mockery of the traditional media monologue. You can no longer project messages and ideas and instructions onto your target audience and expect them to think a...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: Medical Marketing and MEdia James Chase ePharma Summit Digital Pharma Marketing Source Type: blogs