Haider Alleg, writer at Ecom Geneva 2013 ed.

For the eCom 2013 edition, I had the honour to write the leaflet to give a window into what the pharmaceutical industry is going through.

Three trends in digital marketing that are making waves in the pharmaceutical industry:

1. Multichannel marketing in a highly regulated environment

One of the regulators’ priorities imposes the ability to adapt communication according to the target and country. This principle, too well implemented by some laboratories, has somewhat distorted the fundamental question of the use of digital channels. The approach through the tool is no longer the right one. We will no longer speak of support to create but of the service or content that could interest the patient or the doctor and follow them where they are.