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e-Marketing Becoming More Effective in the Pharmaceutical Industry
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e-Marketing Strategies e-Marketing Strategies Becoming More Effective in the Pharmaceutical Industry Jim Cherry University of Phoenix Abstract The advent of the Internet has opened a vast new frontier to marketers. The pharmaceutical industry is in its’ infancy in this area. The market audience that they must deliver to is difficult to segment. Specific physicians that treat a specific diagnosis are hard to reach. The same may be said for the patients this industry may try to market their product to. The industry has so far, focused its’ attention on a marketing mix of traditional marketing ideas such as printed materials, educational materials, and the traditional sales force. Combining the traditional methods with online information they have discovered a successful pattern. This industry has found that market positioning to be highly important as patents expires and the market is flooded with generic products. e-Marketing Strategies Becoming More Effective in the Pharmaceutical Industry The technology that is available today has changed the marketing strategies for most businesses. The traditional marketing methods such as of print, television, and direct mailings are being complemented with the use of e-marketing strategies. E-marketing in the healthcare arena is an information providing service. The pharmaceutical industry is currently developing ideas and strategies on how to use the Internet for marketing purposes. The following paper will discuss current and future ideas, problems, and needs of this industry’s use of the Internet as a marketing tool. William (Bill) Hokanson, Senior Sales Manager for Novartis Pharmaceutical provided a great deal of information during an interview on October 24, 2003. Mr. Hokanson deals primarily with the Oncology division of Novartis Pharmaceutical and manages a Midwest sales force of twelve sales representatives covering four states. Traditional and e-Marketing Strategies Today, the use of the Internet as a marketing tool is in its’ infancy for the pharmaceutical industry. Rebak (2002) states, “Since early 1996 when Claritin.com first appeared on the scene, hundred of pharmaceutical e-marketing initiatives have been launched.” Although there has been considerable change in these initiatives, there has been far too many that have not.
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