The Digital Disruption

“We are now marketers in a data-driven world,” says Steve Mason, Multichannel and Marketing Cloud Expert at Sales Force. His epochal address, aimed squarely at the pharma industry during eyeforpharma’s Marketing and Customer Innovation event last year, could not have been clearer: get digitall y savvy or get left behind.It ’s an unassailable argument. Strides in digital innovation have redefined the ways we organise our time and space. The proliferation of digital channels - combined with the free flow of information readily available - has made the customer experience more integrated and personalised than ever befo re. Yet despite the material impact digital gains are having on the customer experience, pharma has been notoriously slow on the uptake compared to other industries, says Mason.  What is driving this gap? What must the industry do to stake a claim in this space before it ’s too late? Deb Furey, SVP Strategy and Analytics at Wunderman Health, believes pharma companies should recognize that customer expectations of them are no different than they are from companies such as Spotify, which focus on being an integral part of a customer ’s day, providing an indispensable service. Pharma companies can compete in this space by truly understanding how to impact customers experience – seamlessly helping customers find needed resources, serve patients and navigate the challenging access environment, she says. However, the challenge is not insignificant. “...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news