Please login to the form below

Not currently logged in
Email:
Password:

Pharma’s digital strategy

Bayer's Fabio Piva on why your digital strategy should be an integrated one

I would never try to look at digital as a channel on its own, that would be a mistake. Digital is becoming too relevant not to be part of the communications strategy, but it has its own rules and you have to keep these in mind in all the activities that you do.

Ultimately, digital is just another type of media, but it is different because it connects you and engages you in the first person with your target audience.

But the communication it allows is not just about one message, it is an exchange of values, and this is the basis for every digital communication. I will be listening to you if I have some value coming, otherwise I will not have any conversation with you in the longer term.

So it is particularly difficult to develop digital strategies that lead to engagement and expose you to this dialogue, and it cannot happen if the marketing strategy and the company strategy does not encapsulate this principle.

Another consideration is the high level of fear in pharma about what is manageable and necessary, but this can be calmed if you have in place a clear strategy and the company is willing to really invest in the longer term potential of an initiative.

Even with traditional media I cannot afford to do stupid things, forgetting the impact these will have on my digital campaign.

So traditional media should support your digital activities and you should define a strategy that compares digital to other more traditional approaches. Then you can decide if it's more interesting for you to pursue a digital dialogue.

But whatever your digital strategy is it must be integrated into the overall strategy.

By Fabio Piva, global brand lead – men's healthcare at Bayer Pharmaceuticals

4th April 2012

Share

Tags

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Real Science Communications

Real Science Communications is a scientific centre of excellence, infusing credibility and scientific rigour into the conversations around health and...

Infographics