There are a lot of discussions nowadays regarding the future of pharma marketing. People admit the traditional reps detailing is not very effective. Access to physicians becomes very difficult. Pharmaceutical companies need to develop creative and effective marketing tools.
I personally believe that nowadays there are two important tools:
1. Working with KOLs, developing with them educational programs, clinical trials, is becoming even more important then ever. KOL will deliver effectively the brand messages through lectures in national and international congresses, papers and media.
2. Communicate directly with patients. Patients are more educated today and seek for information before accepting any doctors’ recommendations. Internet opened a new era regarding exposure to patients. There are ways how to effectively expose the brand to patients. Pharma no doubt should find the ways how to use this tool.
