Why personalization matters for pharma brands
Deb Furey and Kent GrovesMerkle Health
In many respects, the pharmaceutical industry is still embracing the "4Ps" of introductory marketing: product, price, place and promotion. While providing customers with real value in goods and services (product) and purchase (price) remain key tenets of modern-day commerce, place and promotion have evolved at a faster rate than most of us can keep up with.
The winning engagement strategies are no longer grounded in full-page ads in therapeutic journals or sales rep visits using a device-based visual aid. Even as agencies and consultants provide data and...