Pharma brands and the multichannel marketing imperative

Stephen Whiteside

For too long, pharma brands have acted as if they are immune to the necessity of multichannel marketing. But if that inertia continues, it could ultimately prove to be fatal.

"We're at a point now where you're going to have to get very good at that if you want to continue to participate [and] even begin to dream about leading in this space," Jeff Conklin, svp/global commercial operations at Bristol-Myers Squibb, told delegates at the ePharma Summit – an event run by the Institute for International Research, and held in New York in February 2014.

"We have talked about multichannel marketing and digital and 'e' for quite some time. And it's been something you can begin to take part in, and begin to build some capability around, but you didn't have to immerse yourself in it. You could still be a very egocentric pharma company – and that's what pharma is, in my personal opinion."