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Content Personalization Scores As Pharma Ups Digital Ante

 
• By Anju Ghangurde

Pharma’s digital spend is expected to spurt in the coming years and firms are deploying a range of initiatives to deliver personalized content to physicians via preferred channels. KOL webinars feature among the top three approaches for marketers across the Americas, Europe and Asia, a new survey shows.

Doctor
Pharma Raising Digital Spends, Engagement • Source: Shutterstock

The pharmaceutical industry, seen as relatively slow off the block in terms of its overall digitization push compared with some other sectors, is now deploying larger outlays towards digital channels from marketing budgets. "Personalization" tops the list of content strategies as firms deal with reduced face-to-face physician engagement by medical representatives, a new report from Indian healthcare solutions provider Indegene shows.

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