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Summary
This conference, 'Online Marketing and eDetailing', organised by eyeforpharma, showed significant evidence that physicians are at last embracing online technology on a regular basis. The question of whether doctors are using the internet can finally be laid to rest: studies show that between 70% and 97% of European Union (EU) physicians use the internet on a daily basis for accessing clinical information.
The needs of the customer were a frequent topic in several presentations, and the concept of being customer-centric rather than product-centric was highlighted. Another topic of increasing importance was the integration of any e-Marketing/e-Detailing programme into some kind of CRM system and feedback loop. In fact, this concept fed into another key topic - the integration of e-Marketing with the overall marketing mix. The theory of dropping the ‘e’ and ensuring all marketing is digitally enabled was highlighted in several presentations.
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