@Spitz interviews Uri Goren, PR and Digital Media Manager of the NEOPHARM GROUP at the Digital Pharma East Conference in Philadelphia, October 15-18, 2012.
Uri illustrates how — despite lack of DTC advertising, the enormous role of government, and extremely high levels of digital engagement throughout the country — Israeli pharma nonetheless remains slow to adopt the latest in digital health innovation. Uri explains the gap as due to numerous factors, including paucity of data and ROI, adverse event reporting and reputation management risk, and a generally more conservative, European-style pharma marketing environment hesitant to change. Despite these challenges, however, Uri feels the industry is moving along, bolstered by the synergy between Israel’s few and entirely subsidized HMO/managed care groups, and some of the world’s most integrated health IT. Most interesting to American audiences, Uri also demonstrates how the Israeli pharma model could in many ways be a harbinger of what’s to come in the States, especially as healthcare reform empowers the government with an ever-increasing role, and generics continue to consume more and more branded Rx market share.