Inaugural Post
Welcome to ePharma Canada. This blog is dedicated to an informed, thoughtful, helpful discussion about Interactive Pharma Marketing in Canada. I have been working in this niche for over ten years, and it has grown over that time from pretty much nothing into a small, but growing, still somewhat reluctant industry. Regardless of the regulatory issues that limit its breadth and the learning required by product managers, the ePharma Business in Canada has become an essential channel in the marketing mix.
Gone are the days of clients asking to prove if physicians are actually online. Now clients are asking about Tablet Detailing, Facebook and Twitter. (Well, maybe not Twitter, at least not yet.) Most Pharma Co’s have e-business managers that are helping Product Managers understand interactive and move confidently as they initiate online projects. As rep numbers are scaled back, the importance of this channel is set to rise.
And Agencies are stepping up. Some are moving quickly to ramp up with internal resources, while others outsource interactive projects. As clients become more savvy they will start to realize how valuable it is to have a full service agency that understands the business – what the reps go through on a daily basis – as well as the interactive promotions that can help build their brands in conjunction with those traditional efforts. Integrated campaigns are becoming the norm.
Again, welcome. Interactive Pharma Marketing in Canada has made great strides, and will continue to do so. There is energy and excitement about the potential for this medium. I am looking forward to discussing the ideas and thoughts that will shape it in the years to come.
