Digital Pharma East 2012: Amber Benson Discusses “Purpose-Driven Marketing”

@Spitz interviews Amber Benson, VP of Innovation from imc2 health & wellness at the Digital Pharma East Conference, Philadelphia, October 15-18.

Amber discusses how “purpose-driven marketing” brings intentionality and engagement to the forefront of our efforts as healthcare communicators, demonstrating how connecting with constituents is all about providing value and stimulating conversations. Amber also shares the irony of how no industry out-spends pharma in terms of R&D for consumer benefit, yet has such a poor reputation, imploring marketers to take pride in their goals and messaging. Engaging well with clients is also shared, Amber citing an interesting panel discussion where eStrategy experts outlined the importance of education, early involvement, and citing simple case studies that work.

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Michael Spitz , known most often as just "Spitz," is Editor-in-Chief of the Pixels & Pills and a prollific tweeter, blogger, and article writer, active in digital health across all specialties. Follow him @SpitzStrategy.

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