Pharma shouldn’t look at mobile as an ‘add-on’
John Vieira, senior director, marketing operations and strategic services, at Daiichi Sankyo advises pharma marketers: “Although strategy and insight must always remain the driver of our communication plans, what this new [mobile] environment demands is that pharmas adopt a ‘test and learn’ mentality to our marketing strategies. Similar to an R&D approach, a ‘test and learn’ offers opportunity to continuously adapt our marketing efforts to changes in the commercial environment. ”
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