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Pharma Marketers Disregard Their Own Online Behavior
Pharmaceutical marketers aren't informing their marketing decisions with their own online behaviors, according to research released last month from Digitas Health and CBI Research Inc. The research found a distinct relevance gap between what pharma marketers practice in their own lives and their online marketing investments. While the study shows that most of the pharma marketers surveyed use social media, two-way communication, personalized content, and product comparisons, fewer than half are offering those same options to their customers.
Other findings:
* 72% of pharma marketers use personalized content while only 42% incorporate it into their marketing plans.
* 82% use interactive tools, while only 20% offer them to their customers.
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I love pharma, but it's all true. The relevant analogy is the Fuller Brush Salesman. Door to door sales-calls are the industry's bread and butter, and old school still rules. The change will come when the Customer realizes that you can have a much more in-depth, targeted, and continuous dialogue with the Physician on-line. Even more so if they can enable a richer dialogue between Physician and Patient in a non-branded online setting.
As advocates of Web 2.0, it's our job to construct the vision that makes that clear.