Building capacity in digital

The objective,” says Fors, “is to be with the physician anytime, anywhere and we already have thousands of HCPs accessing it.” Content is king And he adds that the onus now is investing in content that adds clinical value, as opposed to overtly commercial marketing type material. “This is one of the big challenges with virtual interaction. Content is king and if you can manage to put updated, high-quality, neutral content on your platform you are a winner because there is value there for the physician.”  The new content model involves a much more collaborative approach in which its consumers may also play a part in creating it or at least adapting it much like the wider world of digital content in which anyone can take, clip content from one source, add to it and make it their own, perhaps for sharing with peers or patients. “Will your customer be a content creator as well? Will influencers partner with you? Ultimately we would like to see physicians starting to create their own content and share it on our platform,” says Fors. “We need to create a community where everyone is interacting with the company - physicians, internal teams and you as a marketeer - to create a custom content experience that makes sense for each individual, because everyone needs something different. The mass content production approach, such as mass e-detailing does not work anymore.”  But creating custom content at scale does not mean having to start from scratch or invent ...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news