Is pharma prepared for more investment in digital ?

The good news is that pharma companies are planning to invest more money into digital marketing, the bad news is that pharma is planning to invest more money into digital marketing.  With most phar…

The good news is that pharma companies are planning to invest more money into digital marketing, the bad news is that pharma is planning to invest more money into digital marketing.  With most pharma companies continuing to layoff people and the demand for digital marketers increasing I wonder if pharma can attract digital marketing people and start building capabilities.  They could of course rely on agencies but most agencies don’t have the patience or time to educate marketers on what should be done to engage empowered patients. 

In talking with a senior agency person late last year he indicated to me that one of his biggest frustrations, in working with pharma, was that they had to spend more time “educating” managers on digital marketing 101 than in actually strategizing how best to use the digital channel to drive brand objectives.  He said that is became even more frustrating when a brand person left his, her, position requiring them to start at square one again.

While agency people are very optimistic about the shift of marketing dollars there is, I am sure, also going to be a lot of time spent on educating pharma people on the many aspects of digital marketing.  While I believe that agencies need to be more than vendors their resources can be wasted if they spend more time explaining why and how than actually implementing.  Good agencies like Greater Than One and InTouch Solutions have the expertise to reach empowered consumers and patients but other big agencies usually don’t have the time to teach others what they should already know.

See on worldofdtcmarketing.com

From Pharmaceutical Industry digital vision

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