Pharma Looks for Digital Marketing Edge

At the recent ePharma Summit in NYC, Charlotte McKines, Global Vice President, Marketing Communications and Channel Strategies, Merck & Co, spoke on “How Digital is Transforming the Pharmaceutical Marketing Model.” She noted, “Customers are increasingly looking for information using digital to get information so you see… most of our customers, physicians, use the web to gather information, but more importantly they use the non-pharmaceutical sites to get information about our products. They really don’t have a lot of trust and value right now in pharmaceutical sites. So we really struggle… to really become a primary trusted source. We have got to get there because finding the right place and being in the right destination for our customers really does give us the competitive advantage.”