Five visionaries from different corners of the pharmaceutical industry give their take on what's in store for online marketing this year and beyond. Michael Boken, senior product director, Vyvanse, Shire, said that the overall marketing mix is still weighted toward offline tactics. With the efficiency of online programs in terms of reach, quality and value, Shire and the Vyvanse team have recognized the importance of allocating a significant share of marketing dollars toward interactive. Robert Likoff, CEO, Group DCA, also said that the next big thing in interactive promotion in the pharma space is portable devices, ie Apple's iPhone. Paul Ivans, president, Evolution Road, added that guidelines are drastically slowing pharma's participation in social media and Web 2.0. Marjorie Martin, general manager, About.com, also said that many pharma programs would benefit significantly by including some user-generated content. Marc Weiner, president, Qi, part of CommonHealth, added that every year they see pharma companies allocating larger budgets for their online initiatives.
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