What’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: (more…)