M e d i c i n e A ve 2 appropriate opt-in or opt-out provisions is accelerating the use of these new media. Qualitative and quantitative market research that took weeks and months until very recently, can now be fielded, data-captured, and analyzed in just a handful of days. Just as the professional channel and media mix is evolving from the traditional to the digital realm, so must the relationship between the physician, pharmaceutical manufacturer, and sales rep. Physicians are no longer captive targets in their office or willing to exchange five minutes of their time for the latest set of novelty pens and coffee mugs. They live in a digital world where they can easily seek out the latest news, clinical trials, and product updates 24/7—when and where they need it. In light of this trend toward digital, pharmaceutical companies in partnership with their agencies must evaluate new skill sets and assets to transition sales capabilities online and deliver customer service with functions such as on-demand product and promotional information, video detailing with a live rep, e-sampling, and access to medical affairs staff on demand. The Future— "It's in the Clouds" In the future, customer information will live in a truly centralized database for most of our clients—“in the clouds," as the techies say. All digital media will be integrated, allowing for real-time, customer-centric marketing. Changes in individual customer behavior will be tracked, allowing for more effective and efficient use of media which, in turn, will inform future content creation. Outcomes will not be judged on the basis of how many customers your message hits. Judgments will be made as to whether we are meeting customers' needs and developing enduring relationships with them on their terms, and not on ours as marketers. The most valuable currency in the digital agency world will be the ability to 118
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