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Empowered patients: Heeding patient behaviours key to successful multi-channel pharma marketing

Multi-channel marketing has long been the buzzword in pharma and as we speed headlong into a digital world it will continue to remain so.

By definition multi-channel marketing means having a presence on more than one channel or platform and pharma has embraced this by using a whole multitude of channels to supply its marketing message. The question remains, is pharma covering all the bases within this approach and paying equal attention to the key stakeholders?
Pharma has a long and distinguished history of communicating with HCPs, from the tried and tested sales rep visit to the introduction of mobile technologies. However, as medical information becomes even more readily available, patients are becoming more empowered through their own research, and realise they can influence their own healthcare journey. Patients are therefore, more than ever, inclined to attend to relevant advertising or education-based messaging, such as that found within GP and healthcare environments. Combine this movement towards a more empowered patient with the successful implementation of multi-channel campaigns and we can ensure patients are more confident and informed in their healthcare decisions through consistent messaging via these multiple touch points.

Richard Ibbotson, Head of Business Development Healthcare at Amscreen.

The comment above was originally published in the December 2013 edition of Pharmaceutical Market Europe - you can view the full comment and the article it responds to here: http://bit.ly/1jXmRGw.




13th December 2013

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