Medi-X-Change

Physicians & HCPs

Associations

Pharma Companies

Patients

"Social media and Web 2.0 cannot be avoided.  The internet is already a priority channel for pharma's core customers (healthcare professionals, patients and consumers).  The reality is that these audiences are already engaged in these online socially collaborative conversations and activities" (Jupiter Research)

"It is not a question of IF pharma joins the conversation but WHEN and HOW.  Much like the companies who led the charge into Web 1.0, the companies who show leadership in Web 2.0 will prosper through greatly improved customer relationships" (by R.J. Lewis published in the August 2008 Edition of PM360 )

A new era of sales and marketing has arrived... 

Consumers and health professionals are changing the way they learn, interact, and make decisions.  According to a recent study, 90% of all U.S. practicing physicians are using online resources.  Interestingly, 87% of those revealed the internet as a critical resource for information on prescription drugs and other treatment options.  More importantly, 79% responded favorably to the idea of physician-targeted 'customer service portals' offered by pharma/biotech companies, with almost one-third expecting online education.  The Manhattan Research study concludes that while many of the industry-leaders conduct at least some physician communication online, those who have not adopted the idea risk losing out to more visionary competitors.  

In this era of  increasing competition, not only for products but for share of voice, pharma marketers are working harder than ever before.  As it becomes more challenging to reach the target audience, effective marketers must alter the marketing mix to maintain the same level of success and customer relationships earned in the past.   This does not mean the tried and true must be replaced - just updated.  As customers change the way they receive and process information, pharma companies must change the way they deliver it.  Just as the Web 1.0 practice of simply distributing information to the masses is evolving towards a more dynamic and interactive approach, so must the practice of pharma marketing.

What does all of this mean? 

Pharma companies have a choice:  do more or do it better.  Marketers who fail to embrace the Health 2.0 evolution will find themselves like hamsters on a wheel as they try to keep up with their customers, their competition, and the evolving marketplace.  Leaders will build upon success by updating proven tactics with new technologies, and capitalizing on the core opportunities that this technology presents to achieve business objectives through improved partnership and collaboration with their customers.