Pharma Marketing Summit: From “why” to “how” in multichannel communications

pharma-summitFor the first time we’re sharing our observations of pharma conferences — kicking off with our delegates’ views of the Annual Pharma Marketing Summit in Berlin last month.

 

 

 

Anthill delegate report

In addition to presenting our multichannel approach at the Pharma Marketing Summit in Berlin last month, our delegates were active in the conference discussions.

One overriding multichannel trend that all our delegates mentioned was that we are moving from ‘why’ to how’. Everyone knows that multichannel is necessary and that healthcare professionals and patients increasingly expect it. What’s now in focus is precisely how to deliver it so that provides real value.

Here’s what our delegates reported back:

“There was a lot of focus on which channels – and what specific combination of channels – work best. People were looking for specific, actionable answers.”

“Many people were reporting problems in connecting customers to new channels. There are a multitude of patient apps, for example, with very few users. This was actually good to hear because we’ve been expecting this and have solutions.”

“We know that headquarters and affiliates perspectives are very different but this was continually reinforced. Pharma headquarters are seeking to empower people through education and guidance. Affiliates are hands-on: running email campaigns, building microsites, organizing webinars, seeking e-permissions from doctors.”

“How to optimise the channels came up again and again. One example discussed suggested that adding email to the mix produced just a five percent increase in content being viewed. People were really looking to improve the return on investment.”

“Internal alignment and buy-in remain a very hot topic. Getting internal stakeholders on board still seems to be more painful than it should be – whether it is getting resources from the management or seeking to interest local affiliates in multichannel.”

The Anthill presentation

This new focus on ‘how’ rather than ‘why’ perhaps explains the good feedback that we received on our multichannel presentation at the event. By showing how to avoid problems before they occur, and laying out an optimal multichannel process, we answered a lot of people’s questions.

>> Get a recording of the Anthill presentation here

 

Related Post

Pharma Marketing Summit: From “why” to “how” in multichannel communications (In English)

pharma-summitFor the first time we’re sharing our observations of pharma conferences — kicking off with our delegates’ views of the Annual Pharma Marketing Summit in Berlin last month.

 

 

 

(more…)

Related Post

<