Every day, 2.5 quintillion bytes of data are created; 1/3 of that data is healthcare-related. Given the amount of information “noise” in the market, a new NPP landscape has emerged. HCPs now take initiative to source the information they need, when and where they want it (particularly in light of reduced rep access). At the same time, 84% of patients ask HCPs about a drug they saw in an ad. This presents a challenge to pharma – how can outreach initiatives optimize engagement?
In this presentation, we will examine:
- Pharma’s current challenges in maintaining share of voice
- Today’s goals for using digital channels
- Tactics to break through the “noise”
- Definitions of campaign success