@Spitz interviews Bob Allen, Director of Digital Marketing from AstraZeneca at the Digital Pharma East Conference in Philadelphia, October 15-18, 2012.
Bob shares his enthusiasm for how last year’s brainstorming about mobile technology has rapidly turned into actual engagement. Although the pharmaceutical industry has lagged behind other verticals in terms of embracing emerging communications channels, Bob is hopeful that the progress already made is an indicator of even more exciting opportunities to come. In terms of physician connectivity, the iPad has changed the rules of the game, to the extent healthcare professionals and the sales people who support them expect immersive, point of care experiences. Similarly on the patient side, utility is key as healthcare consumers demand branded information at the right place and in the right way, whether in their doctor’s office, at the pharmacist, or at home. Central to continued success is sensitivity to the regulated nature of pharma content: Responsive design is one option of many for mobile tech, but medical/regulatory/legal teams must be integrated into the design and development process, so they understand the consequences of different screen sizes and varied resolution for fair balance information. The key to moving forward, Bob insists, is embracing new ideas in digital health while constantly mitigating risk and remaining responsible communicators.