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Reaching Doctors In The Virtual World

It’s the great migration to digital. And as civilization makes its move, the pharmaceutical industry is trying to figure out how to reach out to physicians. Pharmaceutical reps are slowly becoming a thing of the past. Branded medication portals leave most doctors cold. Email outreach is marginal.

Pharma strategists ask me how to reach doctors in the new world. I don’t have an answer. It isn’t that I can’t come up with an answer. It’s just that a good one doesn’t exist. Why?

Doctors aren’t anywhere right now. They’re stuck somewhere between the analog and digital. Socially they’re nebulous. Their virtual communities are non-existent. Public social networks are sparsely populated. When they participate they watch and rarely create or discuss. Our profession is going through a lot right now and it’s evident in anemic digital adoption. Read more »

*This blog post was originally published at 33 Charts*

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