Seda Atici, Product Manager, #BoehringerIngelheim talks mobile strategy for #pharma

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Mobile opportunites for pharma: We asked Seda Atici, Product Manager at Boehringer Ingelheim her views on the current opportunities for using mobile in your pharma strategy.

What are the opportunities emerging for Pharma from mobile technology?

Changing in pharma marketing tools is increasing, the more technology is evolving and integrated into our lives. Actually I think that we are at the very beginning level of utilization and discovering the advantages of digital marketing in health services.

The most important opportunities mobile technology provides as a sub-segment of digital communication devices are facilitation of customer involvement and interactive marketing in brand’s communication strategy, development of more target-focused CRM solutions and rapidity in our responses to both internal and external customers.

How are mobile devices changing the way Pharma engages with physicians?

Mobile devices such as mobile phones, tablet computers and PDAs both as detailing tools in reps’ hands or as personal devices in physicians’ hands are all communication channels for us in physician engagement. In my opinion, before creating a mobile strategy for our brand, the critical issue is to define our target customer group and their levels of loyalty, so that we may have a hierarchy of needs for our customers!

How is Boehringer Ingelheim using mobile technology to engage on a local level?

We have launched Alternative Channels Project in BI Turkey, including IPAD detailing, emailing, remote detailing and website tools. We have a cross functional team with members from IS, Business Excellence-CRM solutions, medical, sales and marketing departments.

All members of the team are holding indispensible roles presenting their expertise in their fields.  As I mentioned above we are at the very beginning level of utilization and discovering the advantages of mobile technology like the rest of the industry; maybe a step forward with our project providing us with many learning’s and best practices at the same time.

Seda Atici has participated in a 2012 ebook compiled of industry experts opinions on mobile strategies for pharma. Download the ebook here to see opinions from Kai Gait, Global Digital Marketer, Sameer Mistry, Medical Lead, Immunology, Neurscience and Pain from Jansen, Manuela Pastore, Online Communications from  Boehringer Ingelheim and many more.