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Digital think tank: Pharma Touchpoints
February 9, 2012
“Is pharma up to speed yet in digital? And where do the opportunities lie for 2012? Five digital gurus offer their thoughts on the road ahead
It’s said that pharma’s level of digital sophistication is about two years behind what customers want. Is this fair? How can companies catch up?
Bill Drummy: ‘With few exceptions, the level of innovation and service offered to customers via the digital channel is indefensibly low. Why isn’t every pharma company producing information-rich apps that explain how to use their products to patients, HCPs and caregivers—whether or not a patient would ever ask for it? Pharma is more than two years behind. What needs to change is the mindset; the culture of timidity and sterile thinking that makes pharma, outside the lab, less innovative than a bank.’
What will be the key trends and innovations in digital healthcare marketing and communications over the next 12 months?
Bill Drummy: ‘I am ever hopeful that we will see the extension of the value proposition beyond the pill bottle through digital techniques in the next 12 months. There’s nothing substantial holding it back other than people’s (lack of) willingness to fight to do something with novel value. Wait a second … that’s a pretty substantial thing holding people back.’
Will pharma’s digital spending increase (or decrease) this year? If so, by how much? And where do you see the investment opportunities?
Bill Drummy: ‘The most interesting area of growth may be in mobile health. Several companies are making substantial investments, not just in app development but in acquiring mobile health companies, as pharma looks to expand its offerings in harmony with an expanded definition of the definition of what it means to be a healthcare company in 2012.’”
Source: MM&M Magazine 2012 Interactive Guide
Date Published: February, 2012
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