With GAFAMs and other disruptive biotechs entering the game, Big Pharmas have to radically change their economic business model.
Other sociocultural factors urge pharmaceutical companies to launch their digital transformation: ageing of the population, chronic disease increase, healthcare access heterogeneousness, increase of healthcare costs and the advent of e-health and m-health.
The question of brands’ e-reputation is at the heart of all discussions. In a digital world, a brand’s image can be destroyed in a few clicks or by anonymous comments on social media. To build and feed a brand strategy is essential for healthcare industries.
At Cherry, we believe content Marketing & story telling are key to building a great brand strategy.
Drug promotion has evolved. According to recent studies, healthcare professionals are more than 65% likely to use their smartphone for prescriptions or information purposes. They are more and more actively involved on B2B social networks such as Twitter and LinkedIn. Customer relationship models are fast-changing.
Thanks to smartphones, social networks, healthcare Web sites, and healthcare forums, 2018’s patient became an “uber-consumer”. Internet users’ behavior studies are unanimous: 80% of Internet users are searching for healthcare information. The connected patient became an expert, over informed, autonomous, watchful, curious and actor of his own health and wellness.
