DIgital Pharma East 2012: RJ Lewis Discusses the Iterative Nature of Digital Health Marketing

@Spitz interviews R.J. Lewis, President and CEO of eHealthcare Solutions at the Digital Pharma East Conference in Philadelphia, October 15-18, 2012.

R.J. has been a part of the sweeping changes transforming digital health for over two decades, and notes how the more things change in the space the more they stay the same. For example, R.J. was creating micro-targeted banner campaigns for physicians 20 years ago, and now revels in the chance to do even more of that but on a much grander scale today. As privacy concerns for both physician and patient segments lessen, big data challenges take their place, marketers struggling with technologists to aggregate and analyze more data in a day than their predecessors did in years. Adding to the complexity is mobile, an emerging channel that, like digital before it, shows enormous engagement potential but relatively small return on investment; having been through that before, R.J. recommends an entrepreneurial, bootstrap approach with fast failures and nimble flexibility to help cross the divide between mobile currently being an interesting communications experiment, and it eventually and inevitably becoming the most significant marketing channel of the decade.

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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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