With the promise of improved productivity yielding bottom-line commercial benefit, the pharma industry, needs to focus on how to effectively plan successful multi-channel campaigns that will deliver good outcomes for both pharma and its healthcare customers.

The current challenge for the industry is as much about quality as quantity – delivering more personalised interaction with stakeholders that can drive mutually beneficial relationships. In that sense, multi-channel marketing might be the medicine that pharma needs to redefine its relationship with healthcare stakeholders – doctors, nurses, payers and patients.

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