For patients, carers and professionals, wherever they are in the world, digital technology is inherent in their everyday lives. Digital is, so to speak, a global language. The success of Facebook, Google & Apple, have succeeded where armies, politics and religion have failed, in uniting disparate populations. Individual expectations have been aligned across the globe, and whilst context may change, the user experience need not.
The pharma approach to global communications is based on traditional ideas and borders, can a fresh approach aligned to the new world of communications represent a critical competitive advantage?