e-Marketing, social marketing, digital marketing are just a few of the titles that refer to a developing discipline within the global Biotech/Pharma marketing world. This is an area that can no longer be overlooked if players want to stay competitive.
There are many challenges and opportunities for today's marketers in pharmaceutical firms. From social networking tools such as Twitter and LinkedIn as well as specialised portals for doctors to web 2.0 and closed loop strategies; these are all challenges that are currently being addressed.
"Compared to telecommunications, retail and high tech, for instance, we are trailing - just like with Web 1.0," Len Starnes (Bayer). Starnes notes. "A lot of companies are investing in Web 2.0 to improve internal productivity, but also in customer facing activities. Pharma needs to catch up."
The realisation that the channels of communication available are growing has been a relatively slow process in Pharma however it has reached a point where it is now imperative that organisations must make an effort to be involved. Mark DiPaulo, global head of IT strategy for Novartis, noted that as the push for a new commercial model intensifies, pharma companies are looking to "e" more seriously than ever in the past. Previous issues of management buy-in and regulatory restrictions are now commonly seen as poor excuses and the industry is demanding a transparent and open approach to developing a relevant online approach.
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