How can pharma harness the power of digital channels more effectively in 2014?

Statistics show that, globally, the pharma industry spends only 15.3% of its marketing budgets on digital (Across Health 2013 ), and most of this continues to be devoted to brand.com websites. But as sales reps come under increased pressure and the cost of face-to-face engagement grows unsustainable beyond small numbers of high prescribers and key decision-makers or influencers, how can pharma harness the power of digital channels more effectively in 2014?

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