戻る Agenda
Session 13: Delivering Relevant Information to the Customer in the Age of Digital
Session Chair(s)
Mark Bard, MBA, MHA
Founder
Digital Health Coalition, United States
Customers (patients, caregivers, and health professionals) expect pharmaceutical and disease content that is aligned with their reality of living in a “digital first” world. They want relevant content and information when, where, and how they want it. Meeting the needs of the digital patient and online health professional has been a challenge for many pharmaceutical companies. This session will discuss online and digital content, targeting, and promotion in a digital world. Additional topics include the challenges of pharmaceutical content in a mobile first world, industry benchmarks, data and privacy concerns, and how digital can support multi-channel and traditional marketing campaigns.
Learning Objective : At the conclusion of this session, participants should be able to:- Identify the difference between customer expectations with regard to pharmaceutical information they access online and what is delivered overall
- Discuss what companies and brands are delivering relevant content from the customer perspective
- Describe practical strategies for brands to incorporate customer feedback into brand and market plans
Speaker(s)
Speaker
Mark Bard, MBA, MHA
Digital Health Coalition, United States
Founder
Rosemarie Carey
AstraZeneca Pharmaceuticals LP, United States
Director, Promotional Regulatory Affairs
Speaker
Joe Shields
Health Accelerators, LLC, United States
President & Co-founder