Summit addresses need for innovation

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Pharmaceutical e-marketing experts called for more innovation in online efforts as the Web enters its second and third incarnations.

“We need to add what is changing to our planning process,” said Paul Ivans, president, Evolution Road Consulting, at IIR's 6th annual ePharma Summit in Philadelphia. “Strategic and tactical planning must include innovation,” he added.

Ivans was among a number of online experts to address 250 e-marketers at the event. Topics of discussion included the rise of the empowered consumer, growth of user-generated content and ways to drive ROI.

 The event featured a thought leader panel discussion including e-marketers from Genentech, Novartis, Lilly and Wyeth.

“A great Web site user experience will result in the holy grail of better patient outcomes and high ROI,” said Frank Visconti, associate director, marketing, at Novartis Pharmaceuticals.

Ben Lei, senior manager, e-marketing at Genentech said that information needs to be easier for consumers to find.

“We need to remove the clutter,” Lei said.

Amy Chafin, specialty therapeutic area marketing manager at Lilly, said her firm is working on finding the right mix through an integration of “sales force, e-detailing, mobile technology and word-of-mouth marketing.”

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