Friday, May 30, 2014

The Pharma Marketing Shift: Six Quotes on Where We’re Headed

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This post was contributed by @MikeMadarasz of the Institute of International Research

If you ask six different people in the field of digital pharma about the future of the industry, you’ll likely get six different viewpoints.  We did exactly that at this year’s ePharma Summit in New York.  Here are some of the answers we got from leaders in the industry.

“The conversation has changed.  It's not just about 'How do we market and how do we market different?'  It's actually, do we still market?  Is that the right thing to be doing?...There's just a bigger conversation going on.” - Heather Gervais, SVP, Epocrates

 “For a long time it was digital marketing, then multichannel marketing, then I think it's just going to become marketing.” - Bob Brooks, CEO, Wego Health

“A lot of times I hear people say, 'Well digital, that's great. Digital's the future.' I kind of roll my eyes because it's not the future, it's been here for several years.” - Justin Rauschkolb, Manager of Product Promotions, Ferring Pharmaceuticals

"The shift to mobile has been massive.  Everyone is feeling that.  There were lots of pilot programs where people were sort of testing the waters and dipping their toes in the water a little bit.  I think now, it's getting enterprise scale and now it's getting distributed across organizations globally and needs to be faster, more engaging and more innovative."  - Brian Mcnamee, Managing Partner, Resolute Digital

“At the end of the day, the most important thing about the content you provide the customer is that it's delivered in such a way that a customer can use it and wants to use and will find it engaging." - Pete Dannenfelser, Director of Digital Marketing, Janssen Pharmaceuticals

“Increasingly, as care delivery backbone moves to the cloud, the ability of pharmacy to connect into that backbone and be present in the core information system becomes possible." – Jonathan Bush, CEO, AthenaHealth

We’ll have more on the latest on innovation in the field digital pharma at ePharma West, September 22-24, San Francisco, CA.  Check out the agenda

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