I recently participated in the Digital Pharma East conference in Philadelphia. At this annual event, 200 to 300 pharma marketers and their agencies gather to talk about digital pharma and trade important questions. Questions like, what’s the next big thing around the corner? What should our priorities be? Is anyone doing anything interesting or effective?
Half of the attendees are new to digital marketing and were sent by their boss to learn, the other half are experienced digital marketers looking to commiserate once a year with colleagues on how challenging it is to do marketing in a regulated industry!
Bringing the Outside In
I was part of a panel that addressed customer-centricity. I called my introductory talk “Bringing the Outside In.” I discussed moving pharma from inside-out thinking to outside-in thinking. This means bringing the customer into every aspect of our business. This will impact decision-making, define success, affect what user-centered creativity looks like, and influence what it means to develop relevant content. Simply put, it’s about making the customer – physicians and patients – the central focus of all that we do.