Anonymous Voices Against Dumb HCP Marketing

“They might not say so in public, but many pharma marketers don’t think the industry is doing the digital HCP thing very well.

A few weeks back I emailed a number of leading marketers in the pharma industry to get their opinions about a couple of vexing questions:

Increasing limitations on access to HCPs by pharma sales people are forcing the industry to reach doctors through other means, including the digital channel.

But in the face of clear evidence of the failure of the most prevalent online techniques – HCP portals and eDetailing – why do pharma companies continue to pour money into them? And why does an industry built on innovation resist innovation in digital communications?

I got back a torrent of intelligent, insightful, and courageous responses.

Almost all of which I was asked not to quote directly.

It seems that most pharma companies have policies against saying anything for publication without formal corporate approval. And getting formal corporate approval tends to make the responses a tad, well, less interesting. Or so I have found.

Ah. So much insight, so little attribution. What to do?

I have decided to take the radical approach of using all these great comments, but not attributing anything to anybody (even those who were willing to be quoted, since I didn’t want any of my clients to get fired). By donning the cloak of anonymity, I can share all the value of these perspectives, without the obfuscating effect of the politically-correct corporate filter.

‘But why,’ you may well ask, ‘should I believe that unattributed quotes are worthwhile?’

Here’s why:
- All 17 of my correspondents are experienced brand marketers, most of whom currently hold positions with top 20 global pharma companies, including three of the top five pharmcos.
- Their job titles range from product manger, to director, to vice president.

And finally:
- Would I lie to you?

So here are their comments, in all their uncensored and unattributed glory.

See the article in full

Source: Bill Drummy, as featured on PharmaLive.com
Date Published: August 26, 2010