Table of contents Introduction Executive Summary Overview of Marketing Channels Available to Pharma Drivers of Change in Pharma Marketing Strategy Evolving Patient and Consumer Market Trends Evolving Physician Market Trends Paradigm Shifts in Pharma Sales Force Advantages of Digital Strategies versus Traditional Marketing Strategies in Pharma Evolving Market Access Strategies Digital and Multichannel Marketing Strategies Multichannel Marketing Implementing a Multichannel Marketing Strategy Implementing Digital into Face-to-Face Detailing eDetailing Big Data for Pharma Marketing Predictive Modeling: Fundamental Source of Big Data’s Power Using Big Data for Physician Targeting Using Big Data for Sales Force Allocation Social Media: Key Opportunities Provided by this Channel Social Media Marketing: Key Points to Note Social Media Marketing Case Study Embracing Video Content for Digital Pharma Marketing Key Features of Effective Video Marketing Prepare for Digital Drug Launches Mobile Marketing: Updating Practices for the Smartphone Era Pharma Mobile Apps Closed Loop Marketing as Part of Multichannel Marketing Medical Science Liaisons as part of Multichannel Marketing Utilizing Digital Tools to Empower Medical Science Liaisons Programmatic Advertising in Pharma Programmatic Advertising: Approaches to Avoid Regulatory Issues Challenges of Pharma Digital Marketing and Solutions Social Media Marketing Challenges and Solutions AstraZeneca Social Media Guidance Privacy Issues Digital Talent Gap in Pharma and Other Organizational Challenges How does Branded Content Stay Relevant in the Internet Age? Challenge of Measuring Return on Investment in a Multichannel Marketing Strategy How to Accelerate Digital Marketing Pharma Digital Marketing Strategies: Case Studies