Wednesday, April 3, 2013

What do savvy patients mean to pharmaceutical marketers?

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For the 2013 ePharma Summit Event, we sat down with the thought leaders in the field to discuss some of the topics and pressures facing the industry.  Over the next few weeks, we'll be looking back at many of these podcasts.  Today, we begin highlighting the interview with Craig DeLarge, the US Leader of Multi-Channel Marketing Center of Excellence, Merck.

Patients—people—have become much, much savvier both technologically and in terms of digital citizenship. What does this mean to us as pharmaceutical marketers?
Craig's response: That’s a good question. It seems to me that there are at least three things that we have to continue to work on as pharma marketers. The first is making sure that we keep up from the standpoint of making our information available in those channels that our customers are migrating to. As they change, we need to continue to work at changing with them.  The other is working to reform  our content and our various offerings so that they maintain their relevance in the face of the changes that customers are going through in terms of their health journey. The third thing is re-thinking how we as companies organize ourselves, execute, plan, produce and deliver this relevant content in relevant context and channels in order to continually add value to our customers, again, as they change. These are our customers whether we are talking about patients or caregivers or healthcare professionals, whether they are mid-level or prescribers or payers for that matter.
Read the full interview here.

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