Events & Publications
In recognition of our continued leadership, the president of Evolution Road, Paul Ivans, will chair this year’s ePharma Summit, the largest pharmaceutical digital marketing and innovation conference in the country. This is the seventh time he’s been asked.
10th annual ePharma Summit Keynote Address (2011)
9th annual ePharma Summit Keynote Address (2010)
8th annual ePharma Summit Keynote Address (2009)
8th annual ePharma Summit Keynote Address (2009)
7th annual ePharma Summit Keynote Address (2008)
6th annual ePharma Summit Keynote Address (2007)
Parody from 10th annual ePharma Summit (2011)
Parody from 7th annual ePharma Summit (2008)
Parody from 6th annual ePharma Summit (2007)
The 5th Annual Benchmarks will be released in February 2011
Ivans P. ETC: education to consumers: the next evolution of DTC. DTC Perspectives. March 2006.
Robinson R. The emerging trend of ETC: using education campaigns to reach consumers and physicians. ePharm InDepth. January 2006.
Three things to start doing tomorrow
1. Make e-marketing a focus. Change the way you think about e-marketing. Consider it as a foundational element of your marketing plan, and not just as rounding error in your budgets. If you start to leverage the digital innovation as a core marketing discipline, you will see that impressive results soon follow.
2. Find the best e-marketers in your company now. With the paradigm shifts in our marketing mix and the increased importance of e-marketing, it will become critically important to find the most experienced e-marketers in your company to help you navigate how best to use the Web.
3. Challenge your research teams to measure the impact of e-marketing on driving incremental Rx volume. E-marketing is a relatively new discipline in pharma, and ROI models for e-marketing are even newer. Challenge your research teams to find the right vendors and to develop methodologies that tie e-marketing program activity to prescription activity.
Adapted from Ivans, P. ETC: Education to Consumers: The Next Evolution of DTC. DTC Perspectives, Mar 2006, p54–57. Given the growing need to educate consumers online, this article has taken on even greater relevance since its publication.
