The higher the level of personalisation, whatever the medium, the greater response (think of Amazon's online shopping experience and highly-targeted customer marketing).
Channels should complement each other
There doesn't have to be an either/or response to digital that says it can only be used instead of traditional channels. Digital doesn't mean abandoning sales representatives altogether. Reps often remain the first port of call for healthcare professionals.
Channels should not exist in isolation. Make them work together to maximise overall effectiveness.
Digital doesn't have mean new and shiny
There is, inevitably, much about digital marketing that is 'shiny and new', and it is good to be open to new technology ... where it supports the business and its strategy. But first make sure you've covered the basics and then ensure you continue to do so.
Question your use of websites
There are valid reasons to set up new websites for patients or healthcare professionals, but question whether you need one and, if you do, set out your expectations for it.
By Ben Tilly, marketing channel manager at Sanofi