A big thank you is in order to my employer, Spectrum, as I attend Digital Pharma East this week. Day one kicked off with a great session lead by Takeda Pharmaceuticals Chad Ballentine who spoke about how to use a patient focused, multi-channel, customer relationship management (CRM) to really capitalize on your database to assure you are getting the right information to the right people…and of course increase sales.
Chad had a ton of good points but I was blown away by his simple, and spot on, key points on how to get the best value out of your CRM.
- Use digital [technology] to grow your database
- Use your database: Chad said that nearly 60 percent of marketers don’t actually use their DB
- Minimze duplication: With budgets scalling down, efficiency is key. If you have a high conversion touch point, make sure to increase your efforts toward that touch point and scale back those that don’t work well
Social Media & Pharma…it’s out there
As I sit here and type, drinking my coffee, Todd Kolm from Pfizer is on the stage talking about some of the great tools Pfizer is using to engage customers. Pfizer is taking to social media and positioning YouTube as an educational tool for consumers by using a blend of paid ads and search ads which link to channels with custom play lists.
As a lover of PR/Digital media I am constantly getting hit with, “oh Pharma doesn’t really do social” or “we don’t want to deal with the legal issues.” I am surrounded by around 700 people who see things differently. I am energized by hearing not what we COULD do but hearing about what we ARE doing.
Anyone else out there excited about this?
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