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Report to analyse patient-centricity in digital marketing

Major study launched by Global Industry Analysts

A major study has launched that sets to analyse the role of patient-centric strategies in digital marketing and social media.

Senior pharma executives, domain experts, technologists and marketing strategists are being asked for their input as part of research conducted by market research firm Global Industry Analysts (GIA).

Referring to pharmaceutical digital marketing and social media as a “ballooning phenomenon”, GIA said: “Digital health, defined as the convergence of internet, genomics, and healthcare, is exerting pressure on pharma companies to remain relevant in healthcare.”

The research programme will focus on drivers and trends, including pharma's growing awareness of the importance of customer engagement, the increasing use of social media in drug development, discovery and marketing, and social media's role in clinical trial recruitment.

This is a reaction to several factors in pharma marketing as the internet becomes a key source for access health information and online recruitment emerging as a potential way to recruit patients for clinical trials in an efficient way, helping to cut R&D costs.

Companies are also expected to increase their use of online patient communities, social media site, such as Facebook, and Twitter, online bulletin boards, blogs and e-forums will also be assessed.

The research and analyses will be released shortly in the form of a comprehensive research report. This will include analysis, data, trends, market share, market size, statistics, forecasts and competitive intelligence.

Article by
Tara Craig

17th December 2013

From: Marketing


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