Digital marketing: the road to 2020

Digital marketing in the pharmaceutical & healthcare industry is reaching boiling point. After six or seven years of interest, it's going mainstream – and instead of "should we go digital?", pharma & healthcare companies are now asking "how do we do it successfully?". We think the next seven years, leading up to 2020, will be crucial in this endeavour.

Featuring the views and experiences of industry experts from inside and outside of pharma & healthcare, this series of four white papers from PharmiWeb Solutions looks at how pharma can make the right decisions about the technologies, devices and skills necessary to develop effective and measurable digital strategies. This will be the key to gaining competitive advantage – from now, to 2020, and beyond.

In this 1st paper in the series, we look at how developing a multi-channel marketing strategy is crucial for most pharma & healthcare companies’, as access to customers becomes increasingly difficult. Communicating with different customers in the right way has never been more critical: Successfully navigating pathways to market will come down to building relationships through engaging customer experiences. Digital technologies offer pharma & healthcare the potential to target markets in innovative ways, and to get the most from every interaction by providing and proving value to the customer. The right digital approach will improve the customer experience through engagement in three key ways: