Wednesday, January 23, 2013

The glacial movement of Pharma digital marketing integration

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Pharma marketers have made leaps and bounds when it comes to to using digital strategy in their marketing efforts. But Sven Awege of the Pharma Exec Blog believes there's a long way to go. Not only is digitally integrated marketing facing the natural resistance to change, but the article lists a few more things that cause the resistance and slow adoption of digitally integrated marketing: Lack of senior management commitment; Inadequate or incomplete strategy; Lack of internal (and external) capabilities; and MLR resistance to risk or change just to name a few.

So what can we do to encourage this change and show that it has positive effects on the industry? We must integrate the digital structure into the regular marketing mix and make it part of the marketing culture. We must understand how this new form of marketing allows the consumers to connect to products in a new way from there and counter the resistance to change in that way.

This March at the ePharma Summit, Marc Valdiviezo, Director Team Leader, Multi-Channel Marketing, Pfizer, will be on hand to address this topic in the presentation Deliver Multi-Channel Marketing at Scale where he will discuss the newer, evolved marketing strategy that includes the digital piece from marketing to the sales force. For more information on this session and the rest of the program, download the agenda. If you'd like to join us in New York City, register today and mention code P1806BLOG to save 10% off the current rate!
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