Patient needs come first in RM: Novo

Share this article:
Pharmaceutical marketers must put patients’ needs before technological bells and whistles to build meaningful relationships with customers, according to Aaron Uydess, eMarketing manager for Novo Nordisk.

“There’s always that sexiness factor of using the latest technology (in patient marketing programs) but it’s not going to help you in the long term,” he said.

The most powerful patient-centric marketing messages should never simply begin with a banner or a podcast, according to Uydess.

“Remember, when planning the use of tactics, if you can’t measure it, you can’t manage it,” he said.
Uydess’ comments were part of a presentation given during ExL Pharma’s Integrated Relationship Marketing & Patient Focused Paradigm Conference, held in late March in Boston.

During the two-day event, over 35 marketers and presenters stressed the importance of aligning pharma marketing strategies with customer communications to drive brand value and ROI.

Share this article:

Email Newsletters

More in News

House bill would speed approval once EU OKs same product

House bill would speed approval once EU OKs ...

The Speeding Access to Already Approved Pharmaceuticals Act of 2014 would require FDA to expedite the review of pharmaceuticals that are already approved by the European Union

Rep access continues to shrink

Rep access continues to shrink

Sales reps are experiencing even more limited physician access, according to a report by Chicago consultancy ZS Associates.

Allergan touts reorg, plans to lay off 13% of workforce

Allergan touts reorg, plans to lay off 13% ...

Allergan's second-quarter earnings, and a new round of cuts, are now part of the Botox maker's record as it seeks to remain independent.