I believe that today’s pharmaceutical marketers face multiple new challenges with regards to shaping or growing the market and differentiating the brand. Strategy needs to be both precise and targeted while at the same time broad-touching multiple channels.
Having spent 20+ years in big pharmas, my view has been shaped by both domestic and global marketing experiences. Not so long ago, the majority of my resources were devoted to print deliverables. My targets were predominately HCPs, but times have changed and we need to find innovative solutions to more sophisticated issues spanning across a broader target audience.
Follow me on my journey as I explore and consider options related to digital strategy. In doing so, we might go down the road of challenging the traditional tried-and-true approaches or at least the percentage of effort allocation.