Tuesday, January 28, 2014

Pfizer Digital Markitect Talks Emerging Markets, Urges Caution, Experimentation

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Global Multi-Channel Marketing Strategy Lead Reviews Quest to Build Shared Services at World's Biggest Big Pharma

By Marc Dresner, IIR

David J. Ryan
For the past couple of years, Dave Ryan has been busy creating a portfolio of globally consistent shared services around digital marketing and innovative customer engagement for Pfizer.
He sat down with Inside ePharma for a podcast interview recently to discuss the endeavor and share a few lessons learned.
Reconciling the need for consistency—in process and standards—when you’re dealing with heterogeneous developing markets has proved particularly challenging, he says.
“You can’t take it in a Big Bang approach because there are just too many countries. There are too many economies. There are too many payer systems. There really are just too many variables in that experiment,” Ryan told Inside ePharma.
“People have taken for granted that technology and the Internet create deployment where there wouldn’t have been other opportunities”

Compounding the problem, infrastructure—or lack thereof—can present issues that go well beyond the ability to deploy technology.
“People have taken for granted that technology and the Internet create deployment where there wouldn’t have been other opportunities,” said Ryan.
 “If the technology infrastructure is developed and behaviors are under-developed, it doesn’t provide us the opportunities we thought we might have,” he noted.

In this exclusive interview with Inside ePharma, Ryan discusses:
• How Pfizer assesses emerging market opportunities and prioritizes
• What to do when infrastructure isn’t accommodating
• Dealing with the intelligence deficit created when you can’t deploy a sales force
• Why innovative customer engagement sometimes means returning to old school tactics
And much more…

Download a transcript

Editor's note: David Ryan will speak more on the topic of global, shared multi-channel marketing services and emerging markets at the 13th Annual ePharma Summit taking place February 10-12, 2014 in New York City.

For information or to register, please visit www.epharmasummit.com

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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