Whatâ€™s wrong with the way pharma uses e-marketing? At the annual ePharma Summit, a panel of former e-marketers agreed that too many companies think of e-strategies as a separate marketing component rather than as part of a holistic approach.
“Web sites are a natural point of integration,” said moderator Peter Justason (above) of Johnson & Johnson. “As Web people, we ended up being agents of integration. And we as a brand team had to get our act together.”
Amy Chafin of Lilly explained that most marketing teams wait until the main component of a campaign is done and then find out how to adapt it to the Web, which doesn’t always work. The campaigns have to work in parallelm and brand teams can’t wait until one piece is completely done to work on the Web.
“We had to get away from brochure-ware and not just mimic online what is in the brochures,” said Julie Holcombe of Wyeth.
Advice from the panel:Leverage the Agency “It is our responsibility to push out our objectives earlier to the network of agencies,â€ said Holcombe. â€œIn this day and age, we should all be playing nicely in the sandbox. Our online agency isn’t expected to be making TV ads, but they can be at shoots to determine how to best get the commercial on the Web.”
According to Holcombe, Wyeth has made a concentrated effort to be more efficient and streamlined. She said that the company has decreased the number of agencies that it uses and has monthly status calls with agencies to talk about the state of strategies.
Wyeth is going with agencies that work together rather than simply going for best-in-class. “I’m finding that the specialty novelty has worn off, and it is better to think of my product holistically. It doesn’t have to be farmed out to niche companies.”
Donâ€™t hide behind video “In the environment where I work, we have been able to use more of the technology to integrate video and TV on the Web within our controlled environment. But we have a strong separation of church and state with branded and unbranded,” Holcombe said. “We need to find a way to use that technology across church and state. We have to respect the channel. It’s nice to have the video, but we can’t hide behind the video. At the end of the day, information has to be the take-away.”
“We need to get Web 1.0 down right, before we go to 2.0, or else it will never be 100 percent,” Chaffin said. “We believe that we can’t have innovation for the sake of innovationâ€”it has to do something for the customer.”
Wyeth has an unbranded program built for the Web called knowmenopause.com (partnered with Edelman, Avenue A|Razorfish, and Ogilvy). “One area that is underutilized is in-office,” Holcombe said. “When I sit in my doctor’s office, I notice that there is nothing there. Moving forward, we have to think about every touch point that the consumer has.”