North Carolina drug-development company, took the unusual step in July of appointing a digital advisory board whose members include executives experienced in digital marketing.
“The ability to control the message is no longer possible,” Palestrant said. “The opportunity for industry is no longer to control the conversation, the opportunity is to be part of that conversation.”
Bonin Bough, PepsiCo‘s (NYSE:PEP) director of digital and social media, said digital communication is taking over every aspect of people’s lives. Companies need to be part of that digital change.
Pozen’s Chief Commercial Officer Liz Cermak said that Pozen will share its ideas as they develop because the company could be pioneering new practices that will be used by other pharmas.
In the meantime, regulators are expected to come up with guidelines for how companies communicate in the digital realm. Palestrant said companies can’t wait for regulators. It’s up to industry to demonstrate how new ways of communicating with doctors and patients can be successful.
“The ability to control the message is no longer possible,” Palestrant said. “The opportunity for industry is no longer to control the conversation, the opportunity is to be part of that conversation.”
Bonin Bough, PepsiCo‘s (NYSE:PEP) director of digital and social media, said digital communication is taking over every aspect of people’s lives. Companies need to be part of that digital change.
Pozen’s Chief Commercial Officer Liz Cermak said that Pozen will share its ideas as they develop because the company could be pioneering new practices that will be used by other pharmas.
In the meantime, regulators are expected to come up with guidelines for how companies communicate in the digital realm. Palestrant said companies can’t wait for regulators. It’s up to industry to demonstrate how new ways of communicating with doctors and patients can be successful.
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