Martin Hensen, Head of E-strategies, UCB Germany: Making E-marketing More Than Just an Add-on

LONDON, 17 December /PRNewswire/ — With the vast majority of our efforts focused squarely on the sales force, e-marketing is still an "add-on," says Martin Hensen, head of e-strategies, UCB Germany. But successful e-CRM strategies are the basic starting point for all e-activities, he told eyeforpharma.

For the sales force, CRM strategies build targeting and steering, as well as customer classification to personalise and individualise marketing efforts. And such customisation, Hensen says, reminds him of social media. But he questions whether pharma is ready to engage with Web 2.0.

The health system is 100% regulated, Hensen says, making it "Health 1.0." But pharma itself is no better. He says with content needing 100% approval, social media tools like YouTube and Facebook are blocked at many healthcare companies, more SOPs than websites and more people in Legal than in e-Business, pharma companies themselves are still at "Pharma 1.0." And it's strictly "Product managers 1.0", Hensen says, considering that most have only sales force, not internet, experience.

SFE Europe 2010, 27-29th April, Barcelona, addresses these issues head-on and presents best practices in meeting these challenges. A particular highlight will be Charlotte Sibley, SVP, Shire, Janssen Cilag discussing 'New Customers, New Influencers and New Regulations: How do you change your activities to engage customers?'

For more information visit www.eyeforpharma.com/sales

Key note speakers include: