Stephen Wray, Cadient Group

June 2, 2008

Pharmaceutical and healthcare marketers must relinquish greater control to the user; this is a seismic shift in thinking. As an industry, pharma must regain credibility by allowing users to guide their experiences with branded and unbranded content. By using digital communications as a tool to increase transparency and stimulate patient advocacy, healthcare marketers are able to be increasingly innovative in their approach to community interaction and information delivery.

Pharmaceutical and healthcare marketers must relinquish greater control to the user; this is a seismic shift in thinking. As an industry, pharma must regain credibility by allowing users to guide their experiences with branded and unbranded content. By using digital communications as a tool to increase transparency and stimulate patient advocacy, healthcare marketers are able to be increasingly innovative in their approach to community interaction and information delivery.

The shift to digital is not just about changing channels; it's about changing process and changing mindsets. As a result, we are increasingly being engaged by clients to train marketing and sales teams in the real-world application of digital technologies within the pharma market environment. In addition, we're engaging with internal client stakeholders beyond the marketing function to identify opportunities for collaboration and establish best practices.

Clients can enhance the value of their agency partnership by embracing the strategic role of digital communications. By avoiding the tendency to relegate digital to a second-tier channel in terms of branding, content development, and campaign integration, clients can fully leverage our agency's capability to engage audiences on behalf of their brands, franchises, and companies. In a time when budgetary constraints are the norm, it's easy to fall into the trap of becoming conservative in your marketing approach. Without some degree of calculated risk and strategic innovation, the ability to differentiate brands and deepen relationships with target audiences is diminished.

The Skinny

Cadient Group is a digital marketing network focused on healthcare and life sciences companies. They use relevant innovation to deliver meaningful experiences and measurable results.

Telephone: 484-351-2800

E-mail: thethrill@cadient.com

Web site: cadient.com