Pharmaceutical companies have yet to get to grips with the speed of the digital world and the industry should be looking beyond traditional sales cycles.

That was according to one of the speakers at the Healthcare Communications Association's (HCA) annual members meeting in London. Paul Dixey, the managing partner at BlueLight Partners and the HCA's executive committee's digital lead, told the recent meeting that the “world outside isn't going to wait” for pharma to prepare itself to engage.

In response to audience questions about how to remain compliant with the UK's self-regulatory Code of Practice, Dixey was unequivocal: “The answer to digital challenges under the Code is to know your stuff.”

The meeting at the end of January also saw StepBack Healthcare's Julia Cook step down at HCA chief executive after six years in the post and hand over to her successor Anneliese Cameron.    

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