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Pharma Launch Secrets
A Conversation With The Havas Team: How to Use Omnichannel and CX to Succeed With Launches in 2023 and Beyond
Jun 7, 2023
Guests Richard Shaffer, Pat Thistlethwaite, and Tara Stewart from Havas discuss the changes in pharma go-to-market models post-COVID, using content to drive behavior change for HCPs, the right measurement framework for engagement data, and the collection and use of first-party data by pharma companies.
39:48
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Quick takeaways
- Pharmaceutical companies are shifting to a digital-first approach to engage healthcare professionals in the post-COVID world and combat digital fatigue.
- Pharma companies are recognizing the importance of content strategy and science to drive behavior change and personalize their marketing efforts.
Deep dives
Shift in Expectations from Patients and HCPs
Patients and healthcare professionals now expect pharmaceutical companies to provide experiences on par with Netflix, Disney Plus, and Amazon, which has led to a shift in the industry and the incorporation of expertise from outside the pharmaceutical sector.
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