Good talent is hard to find in eMarketing

Mar/14/2007 06:50 Filed in: DTC Environment
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eMarketing is fast becoming a highly demanded position. Good eMarketers, people who understand marketing and the strengths of the Internet, are hard to find. Some pharma companies are putting IT people into eMarketing roles and this is a huge mistake but shows how little these companies understand the Web and its ability to connect with customers.


IT people are great for actually implementing Web initiatives but to develop an integrated online Internet strategy you need someone who understand marketing, the Internet and more importantly Web analytics. Too often I still hear that pharma companies are building websites as an after thought putting all their time and effort into developing DTC strategies and testing and retesting messages. The fact that so little effort is being allocated to the Web tells me that most DTC marketers are still living in the past and don't understand the Webs unique ability to deliver targeted messaging and connect people with each other.

This week I had a chance to go to one of the ED boards on Yahoo! and Web MD. What I found really surprised me..there were men talking about Levitra, Cialis and Viagra. One person said "stay away from Levitra it gave me a really bad back ache and my nose was so stuffy I had to use nasal spray for 2 days". Another talked about Cialis and said "I like the fact that Cialis lasts 36 hours but after I have sex I don't want the drug in my system". There were also numerous posts from women asking how other women got their husbands to go to the doctor and ask for ED medications. Then there were numerous posts asking about the comparison of the side effects between the three medications. What a gold mine of information yet DTC marketers have no idea how to harness the power of consumer generated media and still are not aware that people are talking to one another on the Web.

Given that most pharma companies are matrix organization that require a ton of meetings to do ANYTHING the continued ignorance of the Internet is nothing short of abysmal. Cialis had returned to TV yet their website is stagnant. Levitra, after doing some extensive testing, is also back on the air with the same spots they used before while their website remains as a 'push information" site. Ohhh by the way I love the video of the old guy on Cialis.com under "talk to your doctor". I am sure a LOT of 40 or 50 somethings can relate to someone who looks to be in his mid to late 70's.

I guess I am one of the exceptions because I have a passion for the Internet and its capabilities. I know that the balance of power has shifted from marketers to consumers in a wired 24/7 world. Maybe there are just too many DTC marketers who see their jobs as jobs rather than a chance to make a difference in patients lives or maybe its because there is no lifeguard on duty in the DTC marketing talent pool.
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