By Laurie Fullerton

In the pharmaceutical industry, the current practice of engagement is fragmented as pharma marketing has long followed a “push” model, focusing most on the decision makers to take action. Marketers in this industry are not equipped with a deeper understanding of the customer’s full life context or needs, constraints or desires in the same way that consumer marketers are and therefore struggle to reach their target.

A recent study suggests that pharma marketers face a complex situation because of demands that are often tied to regulated and stringent message approval. Pharma marketers are conditioned to tread carefully with measured Read full story ›

Source: The Drum