This book is a comprehensive review of the current state of digital innovation, Internet activity and e-business in the life sciences arena and a practical guide for managers planning, developing and implementing e-strategies in the pharmaceutical industry. The authors provide numerous examples of innovative, best practice and lay the strategic foundation for using e-business across the pharmaceutical value chain from drug discovery to physician promotion to direct-to-consumer marketing.
Digital Pharma Marketing Playbook is a first-of-its-kind-of book. It is the first and only book that presents 101 cases in digital pharma marketing. These cases show how some of the leading pharmaceutical companies across the world have used digital and social media channels. They are also excellent learning opportunities to all pharma marketing and brand managers, and students of pharmaceutical marketing. Digital transformation is sweeping the world around us. Everything these days has become digital. The ever-increasing rate of adoption of wearable devices and the advent of the internet of things are digitizing more and more of our experience. At the same time, healthcare in general, and the pharmaceutical industry, in particular, have been lagging in adapting to a digital strategy. It is not that the pharma is new to multichannel marketing. The pharmaceutical industry traditionally has been following a multichannel marketing strategy, where most of the channels have been static rather than dynamic. The number of channels has increased significantly due to the internet explosion. Pharma is moving to a multi-stakeholder world, a world in which stakeholders beyond the prescriber are gaining importance. These new influencer groups such as patients, nurses, payers, and regulators are increasingly turning to digital channels for their information needs regarding healthcare. Digital, therefore, plays a vital role in reaching these new audiences. If you want to maximize the impact of your marketing communications, can you afford to ignore the channels that your stakeholders are frequently using? Of course, not. Therefore, the question is not, to digitize or not to digitize, but how soon and how effectively? Why a Digital Pharma Marketing Playbook? Because, a playbook is a one-stop-read or single-source resource for all the essential information that you need on a given sport — in our case, Digital Pharma Marketing. If you can make work more fun and enjoyable it is play! Moreover, when work becomes play, there are no goals that you cannot score!Contents: 1. Challenging Times! Changing Rules! 2. Digital Revolution 3. Digital Pharma Marketing 4. Social Media Marketing and Pharma 5. Digital Transformation
In the pharmaceutical industry, digital is still too often used as "another media" in a marketing campaign. The measure of performance is limited to the number of visits on a web site and the calculation of the return on investment remains a taboo. It is time to stop behaving like amateurs. Digital marketing should never be exclusively given to a junior employee who proudly added "comfortable with digital tools" to his resume simply because he managed the Facebook page of his student association! It is time for product managers to stop blindly trusting expensive communication agencies when they propose flashy technologies and buzzwords to create trendy tools to meet the marketers' - but not the customers' - expectations! It is time for marketing directors and general managers to challenge a multichannel campaign in its entirety: objective, strategy, tactics, cost per contact, and finally return on investment! Digital marketing is not about adding another tool to a marketing campaign. It will transform and structure classic marketing activities by placing the patient and the doctor, instead of the product, at the core of marketing behavior. It will pave the way for improving the customer's experience. While the pharmaceutical companies are still mainly competing through saturated digital channels, digital marketing is one of the best opportunities to differentiate from its competitors. This guide is based on 20 years of experience in digital marketing in the pharmaceutical industry at both global and local levels, in mature and emerging markets. It aims at providing the basic and necessary concrete methods to design, follow, and assess a multichannel campaign. By reading this book, you will land on the right side of the digital fracture and join those who will create the marketing of tomorrow in the pharmaceutical industry.
The pharmaceutical industry is on the cusp of a new age, with the need for personalized therapy, more complex production processes, smaller batch sizes and rising manufacturing costs. It is necessary to continuously adapt to the rapidly changing environment using novel technology and improved operational efficiency and flexibility. To achieve this, intelligent manufacturing seems to be a definite answer. Pharma 4.0 is a framework for adapting digital strategies to the unique contexts of pharmaceutical manufacturing. This book provides a deep insight into key technologies that will modernize pharmaceutical manufacturing and facilitate digital transformation. Throughout the book we discuss technologies, application and challenges for applying digital technology in pharmaceutical industry, including: • Focus on an overview of Industry 4.0 and its application in the pharmaceutical field • Most recent advances in the pharmaceutical industry • Understanding the concepts of emerging technology trends for drug discovery.
Digital marketing has replaced the old forms of marketing strategies in the pharmaceutical industry due to the easy interaction, less time consuming and good cost reduction. There has been a great interest by physicians to use social media and digital tools. The development of digital marketing has affected the interaction between the patient, physician and health care organizations.The importance of digital marketing is justified by the easy health care access by patient and physician, wider reach to people, monitoring of results easily using various soft wares, easy and fast feedback collection, quick business advancement, awareness about updated product to common people, improving consumer and health care professionals experience and knowledge. Product comparison can be easily done by searching the review and cost without visiting the retail stores, easy availability of medicine during the pandemic period. This book deals with the new trends in digital marketing along with their pros and cons.
Digital marketing in the pharmaceutical industry has become increasingly important as more patients and healthcare professionals turn to online resources for information. It involves the use of digital channels such as social media, search engines, email, and mobile applications to reach and engage with target audiences. In the pharmaceutical industry, digital marketing can be used to promote new drugs, educate patients and healthcare professionals about treatment options, and provide information about disease management. It also allows pharmaceutical companies to collect data and insights about their target audience's behaviors, preferences, and needs, which can inform future marketing strategies and product development. However, digital marketing in the pharma industry comes with unique challenges such as regulatory compliance, data privacy, and the need for accurate and transparent communication of scientific information. Therefore, pharma companies must adhere to strict guidelines and regulations while leveraging digital marketing to communicate effectively with their target audiences.
Emergence of Pharmaceutical Industry Growth with Industrial IoT Approach uses an innovative approach to explore how the Internet of Things (IoT) and big data can improve approaches, create efficiencies and make discoveries. Rapid growth of the IoT has encouraged many companies in the manufacturing sector to make use of this technology to unlock its potential. Pharmaceutical manufacturing companies are no exception to this, as IoT has the potential to revolutionize aspects of the pharmaceutical manufacturing process, from drug discovery to manufacturing. Using clear, concise language and real world case studies, this book discusses systems level from both a human-factors point-of-view and the perspective of networking, databases, privacy and anti-spoofing. The wide variety of topics presented offers readers multiple perspectives on a how to integrate the Internet of Things into pharmaceutical manufacturing. Covers efficiency improvements of pharmaceutical manufacturing through IoT/Big Data approaches Explores cutting-edge technologies through sensor enabled environment in the pharmaceutical industry Discusses the systems level from both a human-factors point-of-view and the perspective of networking, databases, privacy and anti-spoofing
The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.
"GRASPED Vital Connections: Digital Marketing Strategies for the Pharmaceutical and Healthcare Sector" is a comprehensive guide for leveraging digital marketing within the highly regulated pharmaceutical and healthcare industries. It offers insights into navigating digital landscapes effectively, emphasizing ethical considerations, regulatory compliance, and the importance of building trust. This book is essential for professionals in these sectors aiming to enhance their digital marketing efforts, ensuring they resonate with and meet the needs of their target audiences while adhering to industry standards. The USP of "GRASPED Vital Connections" is its tailored approach to digital marketing within the pharmaceutical and healthcare sectors, addressing the unique challenges of regulatory compliance and ethical marketing while highlighting strategies to engage effectively with healthcare professionals and patients alike. The introduction sets the stage by discussing the critical role of digital marketing in healthcare and pharmaceuticals, emphasizing the need to navigate complex regulatory environments and the importance of building trust with audiences through transparent, compliant, and patient-centric communication strategies.
