Keeping pace with an ever evolving consumer base, marketing has today expanded from embodying only “globalization” to widely integrating “glocalization” in its strategies. The consumer's decisions are heavily influenced by not only his/her demographics, but also by the internal (familial) and external (societal) cultures that he/she comes in contact with. Strategies and communications in the recent era thus need to be tailor-made for specific regions, trending behaviours and a continuously evolving society. Leading companies and marketers around the world are shaping their marketing strategies and communications so that they are perfectly tuned with the local culture of the consumers. With technology giving way to hard core data analytics, marketing today, is more interactive and measurable. Consumers are increasing their footprint online through the vast network of social and digital platforms available, thus making it easier for marketers to not only reach out to them but also in involving the consumers in content generation. The local temperaments and behaviours heavily weigh in on marketing innovations and consumer engagement strategies are now harmonized with the deeper aspects of the culture, including festivals and trends.
The increasing relevance of digital technology has redefined marketing strategies across business sectors. Pharmaceutical, health care and medical devices companies too, are striving to keep pace with changes brought about by digital technology.How is the industry seeing the digital age as an opportunity to open new doors to pharma marketing and enhancing customer connect? Where do HCPs want to access medical content? What content types are HCPs accessing? Where do companies get information regarding effective engagement practices and what kind of analytics goes behind it? The National Pharma Summit will see thought leaders from the industry share their views on this emerging trend that is set to redefine marketing in the pharmaceutical and healthcare space.