KOL Webinars Get Maximum Bang For Pharma's Digital Buck?
Executive Summary
Digital channels are expected to consume more of pharma's marketing dollars – China and the US already trump the rest of the world in terms of non-personal digital spends, while pharma marketers see webinars with key opinion leaders (KOLs) as the channel that generates the highest return on investment (ROI).
You may also be interested in...
As Digital Channels Grow In Importance, AZ, Lilly, GSK Seen As Key Engagers
Digital physician engagement channels appear to be closing in on the traditional face-to-face approach, with China surging ahead on the digital path. The US and China appear more or less in sync when it comes to self-directed web-detailing, while AstraZeneca, Lilly and GSK lead the charts in terms of digital engagement as perceived by healthcare professionals, a new survey shows.
GSK’s Witty Heralds Success Of New Sales Model, Reassures Over Advair
GlaxoSmithKline isn't losing too much sleep over imminent generic competition in the US for Advair and CEO Andrew Witty explains why he expects biologics-like economic dynamics for the product. The CEO also outlined the measurable gains of GSK's new model for engaging with healthcare professionals at a media interaction in India.
Six Questions For McKinsey's Fox On Pharma's Digital Struggle
Brian Fox, McKinsey & Company's global leader of the marketing and sales group within its pharmaceuticals and medical products practice, refers to pharma's unflattering standing in terms of digital maturity and tells Scrip that drug firms will need to make a "fundamental shift" in their orientation towards patients and physicians to keep pace with other industries well ahead of it in the digital arena.