The Digital Drug Launch Is Upon Us
Monday, October 19, 2015
Examples of big brands altering their commercial approach away from the rep-driven model have often involved mature products. Those in the sunset of their patent life provided drugmakers a haven for experimenting with alternative marketing channels: non-personal promotion, sophisticated CRM.
According to Nancy Phelan, head of the customer engagement center, worldwide customer operations for Bristol-Myers Squibb, we're finally seeing the impetus for digital experimentation on the launch side.
“I don't think we should be asking ourselves, ‘Are we ready?,' because it implies that digital transformation is still in front of us and that we have time to get ready,” said Phelan, referring to the title of last Thursday's MM&M Leadership Exchange event, “Digital Transformation of Product Launch: Is Biopharma Ready?”