Trying to turn a traditional ad campaign into a digital strategy... is not a digital strategy.

In the early days of digital marketing, the online channel was just another vehicle for delivering a campaign. Take a brochure, put it on the Web. Create a print campaign, make it into a Web page.

And that static approach might have worked at the time. But consider the following:

• Consumers use the Internet the most of any medium to access health-and wellness-related information (Web sites, search engines, advertisements, blogs, forums, social networks)
• Next to healthcare providers, consumers trust the health and wellness-related information found on the Internet the most.
• The Internet ranks above print, TV, brochures, and even friends and family members' influence on making prescription medication decisions.

Opinion Research Corporation
How America Searches: Health & Wellness, January 2008

Today, the Internet has evolved to be the most critical component of a pharmaceutical brand’s marketing campaign.

Not only is the Web the default destination for consumers searching for health info, the medium itself enables a two-way exchange of information. Instead of broadcasting a message that interrupts what your customer is doing and thinking, digital enables conversation. The Web enables you to speak to your customers when they are actually looking for the information you want to provide.

And that requires a different approach.

At Intouch Solutions, successful interactive marketing relies on forward-thinking digital strategy, the use of leading technologies, and expertise in user experience. We believe the best pharma marketing considers digital at its core.

Don’t retrofit your offline campaign to be a static Web page. Don’t kick off your digital campaign with duct tape. Consider digital first, and the rest should follow.

Next time ... this time ... call upon the experts at Intouch to help you start digital.