@Spitz interviews Lisa Flaiz, Group Product Director, Digital Marketing from Jannsen at the Digital Pharma East Conference in Philadelphia, October 15-18, 2012.
Lisa discusses her thoughts about the conference, welcoming the industry’s embrace of mobile and the movement from messaging to engagement. She stresses the importance of measurement, and how conventional notions of ROI and success must adapt to more holistic ways of bringing about patient benefit. Lisa cites the truism of having to “go beyond the pill” when considering full 360 patient and caregiver engagement across all channels, factoring in numerous opportunities for outreach and education including diet, exercise, adherence, and the need to continuously participate in the conversation. To accomplish these goals demands innovation, and with that a certain measure of risk taking — that in turn necessitates collaboration and cooperation between multidisciplinary groups of stakeholders and technologists. Lisa stresses that although pharma has historically had a questionable reputation, she and her colleagues entered the industry to better the world, and sees her personal mission as continuing the “good karma of pharma”. Finally, Lisa mentions that as old business models no longer apply and morph into solutions to new challenges, she remains confident that digital health trends will further improve the industry’s ability to help those in need.