Pharmaceutical companies spend approximately $10 billion globally in media expenditures each year to engage with physicians and consumers, and yet the experience that they are driving customers to is wholly unfulfilling. While the pharma industry is making strides in mobile strategy, most of that strategy is geared towards internal productivity. It is time for pharma to take significant action, and to approach their customer base from a “mobile-first” perspective. Too often pharma marketers think of physicians and patients as professions and conditions, instead of people. If you want to understand how physicians and patients engage with media, look at your own behavior when you want to find out more information. The first thing you do is pull out your phone, and the truth is, physicians and patients are no different.
In this month’s edition of PM360, Jeffrey Erb discusses the missed opportunities pharma brands need to consider when trying to reach and engage HCPs, patients, caregivers and consumers through mobile.
Read the article on PM360.