With the vast majority of our marketing efforts focused squarely on the sales force, e-marketing is still an "add on," says Martin Hensen, head of e-strategies, UCB Germany. But successful e-CRM strategies are the basic starting point for all e-activities, he told eyeforpharma.

For the sales force, CRM strategies build targeting and steering, as well as customer classification to personalize and individualize marketing efforts. And such personalization and individualization, Hensen says, reminds him of Web 2.0. But he questions whether pharma is ready for Web 2.0.

The health system is 100% regulated, Hensen says, making it "Health 1.0." But pharma itself is no better. He says with content needing 100% approval, social media tools like YouTube and Facebook blocked at many companies, more SOPs than websites and more people in Legal than in e-Business, pharma companies themselves are still at "Pharma 1.0." And it's strictly "Product managers 1.0", Hensen says, considering that most have only sales force, not Internet, experience.

The Marketing Europe, 22-23rd October, Berlin, addresses these issues head-on and presents best practices in meeting these challenges. A particular highlight will be Jens Krause's (E-Business Advisor, Novartis) discussion around digital media.

Full debate

For more information visit eyeforpharma/marketing

Source:
Kate Eversole
eyeforpharma