{"id":3340,"date":"2003-03-01T00:00:00","date_gmt":"2003-03-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2003\/03\/01\/pmn23-article01\/"},"modified":"2019-02-18T17:51:31","modified_gmt":"2019-02-18T17:51:31","slug":"pmn23-article01","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn23-article01\/","title":{"rendered":"Integrating Online and Offline Marketing: Challenges for Pharma"},"content":{"rendered":"<p>Integrating Online &amp; Offline Marketing        Challenges for Pharma<br \/>Many pharmaceutical companies are currently absorbing their e-business units and personnel back into the brand teams. This may be a glass is half-empty versus half-full situation. On the one hand, some may look upon this trend as an e-business retrenchment within pharma and a renewed focus on traditional marketing. On the other hand, some may see this as an affirmation that e-business has become mainstream within pharma.  <\/p>\n<p>  Someone who looks upon the glass as half-full is Bruce W. Bunyan, Senior Director &amp; General Manager at Aventis Behring, the therapeutic proteins business of Aventis.  <\/p>\n<p> This article includes a case study based on Bunyan&#8217;s exeprience on how Aventis Behring brought together the online and offline marketing mix within his company. He frankly discussed the obstacles he faced and claimed &#8220;he learns more from his mistakes than from his successes.&#8221; It is obvious, however, that Aventis Behring is on the right track in overcoming the challenges. <\/p>\n<p>  Topics: <\/p>\n<ul>\n<li>What are the challenges <\/li>\n<li>Educating the product manager <\/li>\n<li>Integrated marketing in the consumer world <\/li>\n<li>Senior management support is key <\/li>\n<li>ROI is not another word for &#8216;NO&#8217;<\/li>\n<\/ul>\n<p><b>Read this article now. It&#8217;s FREE&#8230;<\/b> <\/p>\n<p><b><a href=\"http:\/\/www.news.pharma-mkting.com\/pmn23-article01.pdf\">Download PDF file<\/a><\/b><\/p>\n<\/p>\n<p>PMN23-01<br \/> Issue: Vol. 2, No. 3: March 2003<\/p>\n<p> Word Count: n\/a <\/p>\n<p\/>   <b>Find other articles in related Topic Areas:<\/b>  <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNDTCReprints.htm\">Direct-to-Consumer (DTC) Advertising &amp; Marketing<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNeMktingReprints.htm\">eMarketing and ePromotion<\/a> <\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>This article focuses on challenges pharma faces integrating their emarketing expertise into brand teams and integrating their online and offline marketing campaigns. Can pharma marketers learn anything from the consumer packaged goods industry?<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[52,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Integrating Online and Offline Marketing: Challenges for Pharma - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn23-article01\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Integrating Online and Offline Marketing: Challenges for Pharma - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"This article focuses on challenges pharma faces integrating their emarketing expertise into brand teams and integrating their online and offline marketing campaigns. 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