Customer centricity in a changed world

  Few or no reps on the road, patients confined en masse to their homes and a healthcare and economic emergency of which we can still only guess the scale and duration.    It is a situation that pharma ’s marketing folk never expected, never planned for and one which our panel discuss in depth on day one of eyeforpharma’s Philadelphia Virtual conference in the panel session on customer centricity. Marketing departments face a daunting challenge. More used to planning for slowly emerging trends, they are being forced by the pandemic situation to react in real time to increase their digital engagement capabilities, says Soma Gupta, Chief Commercial Officer, G1 Therapeutics. “It [the pandemic] has absolutely accelerated things. There were things we were not comfortable moving on so quickly, we had hesitancy letting go of some things and there were risks we were not wiling to take. This has pushed everything forward.”  And marketeers are having to make decisions here with multiple possible outcomes in mind in a highly uncertain situation. The big question is the extent to which current responses in the midst of the crisis become permanent or not.   Changing preferences Imagining how things will work in post-pandemic is anyone ’s guess, says John Young, IT Sales& Marketing Enablement Technologies Leader, Mallinckrodt Pharmaceuticals. “We are accelerating our use of non-personal promotion and virtual meetings but will it stick?  “I wonder what six to...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news