Measurement and optimization for digital marketing is one of the critical success factors in the pharmaceutical industry. At the moment it acts as a barrier to entry into digital marketing, but it should not.
In the current market landscape, opportunities are arising to engage with healthcare professionals (HCPs) and patients through a multitude of digital channels. In the last two years, pharmaceutical companies have been increasingly active in carrying out digital marketing activities despite a slow uptake compared to other industries. Even with easy access to large quantities of data, measurement is still a relatively grey area – either marketing efforts are not being measured, or the data is not understood and utilized.
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