The patient is the new best friend of pharma marketers, who are now waking up to the power of influencers that can champion their brands on social media.
“I'm never going to say pharma’s physician/healthcare professional relationships, or a sales meeting with an HCP [healthcare provider], is something marketers can take for granted or replace. They can’t,” said Paul Murasko, senior director/multichannel marketing at Sunovion Pharmaceuticals, explained.
“But now there are factors that are controlling getting that person to the doctor and getting that script actually placed that we, as marketers, have to consider...