Big Pharma Finally Taking Big Steps to Reach Patients With Digital.
‘Rather than advertise to these people,’ Mr. Joseph said. ‘We opted to join the community.’
When it comes to internet marketing, ‘You have to think differently about your activities. You have to engage them, you have to partner with them on their agenda,’ said Dorothy Wetzel, the former consumer marketing chief at Pfizer who is the co-founder of Extrovertic, an independent healthcare marketing shop. ‘You have to develop talk-worthy programs, think about customer experience as the new way to use acquisition, and create a digital megaphone.’
Loreen Babcock, CEO of Omnicom Group”s Unit 7, a relationship- marketing agency, said the pharmaceutical industry not only needs to embrace new media and social networking because of their relevance, but also as a chance to rebuild trust between consumers and an industry that quite often ranks with oil companies and big tobacco on the popularity scale.more
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