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Seven steps to a pharma digital strategy

Setting out the  ‘big thinking’ behind your planned use of digital

When it comes to setting out the 'big thinking' behind your planned use of digital Ben Tilly, marketing channel manager at Sanofi, suggests seven steps to establishing a digital strategy that place the company's objectives at its heart.

He says pharma marketers should:

• Establish the key business objective before the channel and even before key performance indicators (KPIs) have been considered

• Have a thorough understanding of the target audience, including who they are and what their behavioural patterns are

• Understand not all customer groups behave the same way. So segmentation is key and marketers need to understand each segment, choose the right channel and adjust messages accordingly

• Develop a focused set of robust and measurable key performance indicators (KPIs) – but only once the audience and channels are understood

• Measurement is absolutely critical – before launch, at the pilot phase and then on a continued and regular basis after launch

• Integrate channels properly, but try to avoid a multi-channel strategy where each channel has several projects within it, all with separate branding and messaging, and yet all overlap the same audience

• Engage with the sales reps – they are the experts on who the customer is and his behaviours, likes and dislikes.

On that last point it is important not to forget your off-line assets. “If you involve the sales reps early on with campaigns they will provide you with valuable insight and will also feel a part of the project. They will therefore also be more inclined to promote and/or use it with the customer,” Ben notes.

Once the main strategy is in place you may well find that you need additional smaller strategies that set out how you will approach areas like websites, search and social media.

4th April 2012



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