Friday, February 8, 2013

Facing the Digital Future: What Pharma Marketers Need to Know

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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...

Editor’s note: Craig DeLarge will be delivering a presentation on “Next Generation Content and its Promise for Improved Health Outcomes” at the 12th Annual ePharma Summit taking place March 4th through 6th in New York City.
For more information or to register, please visit www.epharmasummit.com and download our brochure.  If you'd like to join Craig at the event, register today and mention code XP1806BLOG to save 10% off the current rate!


ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA's senior editor and special communication projects lead. He is the former executive editor of Pharma Market Research Report, a confidential newsletter for marketing researchers in the pharmaceutical industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.
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