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.