Existing sales and marketing models are considered unsustainable. Pharma has been slow to adapt and take advantage of the marketing opportunities offered by the internet. Meanwhile customers are increasingly using the web to source information. Pharma needs to evolve and engage with their customers online, or risk being left behind.
The new Datamonitor special eHealthInsight Series: Reaching Doctors and Patients Through New Digital Media explores the challenges facing pharma's communication models and assesses current online strategies as well as novel strategies that could be adopted to convey messages to doctors and patients through emerging digital media channels.
Click here to view the four-page executive summary of this report.
Scope of the report
Reaching Doctors and Patients Through New Digital Media provides an overview of the current challenges facing sales and marketing teams in accessing their target market. The report examines the activities of both doctors and patients online and what pharmaceutical companies are doing to target their customers via the web. Datamonitor has explored novel, potential online strategies that Pharma companies could adopt to convey sales and marketing messages to doctors. This study includes analysis of existing and emerging online strategies undertaken by pharmaceutical companies.
Highlights of the report
Pharmaceutical companies need to adjust to the current realties of their customers and adapt quickly. Challenges currently facing traditional sales and marketing media include tightening pricing and reimbursement controls, increasing pressures on physician time, and public skepticism of the Pharma industry all compounded by a tightening regulatory framework.
Due to limited physician time and increased use of the internet as an information resource, Pharma company representatives must adapt by becoming more specialized. Pharma companies must now take into consideration emerging customer targets such as patients and payors.
Pharma has been slow to engage with its customers online, while its customers are using the web extensively to meet their information needs. Current initiatives undertaken by Pharma companies to engage customers online are not very effective. As a result improving public perception and exploring other communication avenues besides company websites, such as podcasts and live video detailing, is necessary.
Reasons to purchase
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Understand the opportunities and threats facing Pharma companies existing sales and marketing models.
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Gain insight into Pharma's online strategies and how they are failing to make an impact.
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Identify new media opportunities that Pharma could undertake to engage with their target audiences online.
Click here to view the four-page executive summary of this report.
The report will be delivered as a PDF via e-mail. Orders must be paid in full before shipment. All sales are final; no returns or refunds are permitted with this product. For more information, please call 877/437-4276 or e-mail account manager Maureen Croce at mcroce@hcpro.com
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