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

LONDON, December 17 - 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.

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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: 

    - Tyrone Edwards, SVP, Merck & Co (ret.)
    - Eric Rambeaux, VP, Solvay
    - Veronique Toully, VP, UCB
    - Charlotte Sibley, SVP, Shire 

    For the full speaker line up and presentation content visit:
    www.eyeforpharma.com/sales/brochure.php 

    Media contact
    Kate Eversole
    VP Europe
    eyeforpharma
    T: +44(0)207-375-7594
    E: keversole@eyeforpharma.com

Video:
multivu.prnewswire.com/mnr/prne/eyeforpharma/40763

Media contact: Kate Eversole, VP Europe, eyeforpharma, T: +44(0)207-375-7594, E: keversole at eyeforpharma.com