The biggest objection I hear when talking to sales and marketing people about digital strategy, or digital tactics, is that they fear it will replace jobs. While I suppose that could be true – many manufacturing jobs have been lost to machines in the last 20 years – it is more likely a reaction that says “I don’t understand this stuff, so I am not going to touch it.”
One of the biggest mistakes sales and marketing people make when considering how to incorporate more online, or digital, interactions, is how this will compliment the current relationship the organization, and it’s people, have with their customers. This generally leads to sub optimal strategies because they are not well thought out, and marketers tend toward buying existing, plug-in solutions, only to find that they don’t meet the need.
For pharma, there are a hundred ways to integrate digital tactics, solutions or strategies. However, if these are not defined as part of the long term vision for how the brand(s) will interact with customers, most of these will end up as one-off, less than successful, tactics.
The path starts with defining what you want to achieve and building strategies that integrate seamlessly into the customer experience.