Content Personalization Scores As Pharma Ups Digital Ante

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.

The Pharma Marketer 2020 report, based on responses from more than 100 participants across the Americas, Europe and Asia and including marketers from the top 100 pharma and bioscience organizations,...