Pharmaceutical companies need to leverage technology more strategically in their marketing and communications. Technology is changing how providers and patients interact and receive information. It allows access to more data and provides opportunities to improve patient engagement, adherence, and ROI measurement. Pharma companies must capitalize on technology now to engage customers and measure impact, before competitors do. Technology presents opportunities but also challenges pharmaceutical marketers to change their sales and marketing approaches.

1. Leveraging Technology in Pharma Marketing
one solution or one way to leverage or customization, and provider use
engage technology in this changing care technology. For example, decisions of
delivery paradigm. one Chief Medical Information Officer
can impact thousands of prescribing
What opportunities does technology physicians across multiple locations.
present to them?
From conversations with technology
The use of electronic health records companies and content vendors to
impacts prescribing patterns. What and partnerships with health systems,
how information is displayed, along with payers or practices, technology allows
features and functionality designed to pharma companies to develop a
inform and expedite the prescribing proactive strategy for marketing and
process can have a real impact on showcasing the value of brands within
Interview with: Dr. Trenor Williams, decision-making. Efforts designed to the evolving, technology-enabled clinical
Co-Founder and Chief Executive increase patient engagement, including workflow. It must be easy, effective and
Officer, Clinovations the use of patient portals to access efficient for prescribers to identify and
personal health information, social utilize their medications. Fostering these
media to connect with others, and relationships is key to better treating,
With more than 75 per cent of mobile technologies to better manage managing and diagnosing patients.
physicians projected to use technology diseases, will further enhance current
to order and prescribe medications by t e c hn o lo gy - l ed i m pro v e m e n t s i n How can they better measure
2016, pharmaceutical companies medication adherence. marketing return on investment
should be thinking more strategically (ROI)?
about how they communicate their
products with health providers and Better and more efficient data and
patients, says Dr. Trenor Williams, robust analytics capabilities offer
Co-Founder and Chief Executive Officer, expanded opportunity for pharma
of Clinovations. Pharmaceutical
marketers have not yet taken full
They need to companies to measure impact on
population health and ROI for specific
advantage of technologies, he adds.
From a solution provider company
capitalize on brands. As a firm, we see ROI from a
clinical, operational and financial
standpoint. From a clinical standpoint, it
attending the marcus
PharmaMarketing Summit 2013,
evans
technology means being able to track the
prescribing patterns of providers and
Williams is also a masterclass presenter
at the event. Here he discusses how
marketing executives in the
now, the adherence of patients. It also means
having more patients appropriately
screened and diagnosed with a specific
pharmaceutical industry can capitalize
on technology.
before their disease, thus increasing the potential
market share for the company. From an
Why is technology troubling
pharmaceutical companies?
competitors do operational point of view, one of the
most expensive marketing and sales
components is deployment of brand
reps in the field targeting individual
It’s new. The use of technology in clinicians. From a financial perspective,
healthcare delivery has dramatically technology allows a pharma company to
changed how both providers and look at the metrics related to time spent
patients interact. With technology use It is important for pharma companies to and with whom, and find efficiencies.
continuing to increase, the industry think about how to best engage and Success across these efforts affects the
must change its approach to sales and support patients and providers through bottom line for pharma.
marketing and how they communicate their use of technology because, at the
and engage with patients, physicians end of the day, technology is changing Any final words of advice?
and hospitals. with whom, how, and when critical
conversations in healthcare occur. Technology is here to stay but I do not
Technology provides greater access to Clinovations connects pharmaceutical believe that the pharma industry has
data that can be used to intelligently companies with key decision-makers yet taken full advantage of it. They need
expand the value equation for from health systems who are making to capitalize on technology now, before
pharmaceuticals. But there is not just decisions around configuration, their competitors do.

2. About the PharmaMarketing Summit 2013
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About Clinovations
Clinovations is a leading healthcare consulting firm offering strategic, clinical, and health IT consulting services with the goal of
creating innovative solutions to improve the efficiency, effectiveness, and quality of healthcare for patients. Our extraordinary team
is made up of physicians and nurses, technology leaders, management consultants, and public policy experts. We are dedicated to
helping lead organizations in achieving their financial, operational, and clinical objectives.
www.clinovations.com
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