#Digital marketing for Pharma is like high school sex – everyone is talking about it and no one is doing it

This statement was said at the first DigiPharm Europe conference in 2009 and was referred to again last week. Over the past 2 years things have certainly started to change in Pharma. It has moved on from dipping their toes into the social media waters to paddling and learning to swim. However, at the start of the conference 50% of the audience thought the effects of social media in pharma marketing is strongly over estimated. I hope the presentations and discussions has changed  their minds and inspired them.

However, with the changing pace of digital communication the digital Pharma marketing manager is potentially going to be seen as the jack of all trades and expert of none. Apparently by 2013-14 90 of internet traffic will be video and mobile browsing is set to overtake PC browsing shortly. I guess when marketers do something on a website they have to think about transferring it to video and mobile.

The programme may have been a little heavy with Boehringer Ingelheim speakers but each had a unique case study of what they’re doing in digital. They may be the Pharma Company that is pushing the boundaries with digital and leading the pack. Especially when reviewing their latest launch – a new game Syrum, their own version of Farmville. I’ve signed up and looking forward to testing it out! This enterpreneurial spirit may be due to being a privately owned company with a board member who believes and encourages the use of digital channels and engagment.

I also learnt how to get an audience’s attention and wake them up after a tasty lunch,  start your presentation with a picture of a nipple being pieced. Thanks @fision who told the audience not to be a digital sheep and follow the herd.

Another successful DigiPharm completed, which received fantastic feedback and plenty of thoughts and ideas for 2012. First change – a new venue!

Now onto producing the next conference, Mobile Pharma World Europe.