Content Personalization Scores As Pharma Ups Digital Ante
Pharma’s digital spend is expected to spurt in the coming years and firms are deploying a range of initiatives to deliver personalized content to physicians via preferred channels. KOL webinars feature among the top three approaches for marketers across the Americas, Europe and Asia, a new survey shows.
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Pharma is leveraging new commercial models in China as part of strategies to offset centralized procurements-induced market share losses and also for new launches, the co- founder of Indegene, a healthtech solutions provider, tells Scrip. He also shares insights on how companies in Japan are shifting digital gears amid COVID-19.
With digital marketing initiatives becoming key to communication with health providers, COVID-19 has presented the perfect storm to place customers at the heart of content generation strategy in an industry long driven by its field force, feel executives who discussed challenges around content generation and appeal at a recent summit.
Pharma is assessing digital-first launch strategies amid COVID-19 while a resizing of sales forces and the emergence of "digital orchestrators" may also be in store, the co-founder of healthcare solutions provider Indegene tells Scrip.