At this year's Digital Pharma West, I had the privilege of hearing Dev Dutta of Merck speak on the strategic importance of email in pharmaceutical marketing. In one 45-minute presentation, Dev summed up the message I would like all pharma marketers to hear.
His essential point was that email is not merely a tactic. When used properly, it is a strategic platform that can achieve important marketing objectives quickly and measurably.
So when Anna Stashower invited me to submit a Guest Commentary on the conference for publication in PM360 magazine, it didn't take me long to decide to write up Dev's presentation.
Here's a link to the piece:
http://www.pm360online.com/the-strategic-importance-of-email
I strongly encourage you to read it, as it can change the way you use email in a very positive way.
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