June 24, 2009

Social Tools Help Pharma Marketers Build Customer Intelligence

Why Pharma Should Integrate Social Into The Multichannel Customer View

by Carlton A. Doty

with Jennifer Joseph McGann, Suresh Vittal, Josh Bernoff

Executive Summary (This is a document excerpt)

The pharmaceutical industry faces significant sales and marketing challenges as many of its blockbuster drugs come off of patent and access to healthcare providers becomes increasingly restricted. In the midst of this doom and gloom, some pharma marketers are turning to social applications to get smarter about their interactions with physicians and with consumers. Pharma marketers can gain insight from physician communities such as Sermo to drive healthcare provider engagement and use listening platforms, contents, and communities to gain insight into consumer opinion as well as drive consumer-to-consumer interactions. To get a leg up, pharma marketers should use their patients' Social Technographics® Profile to better understand how to engage their target audiences online.

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