Serono launches MS site; marketing VP says find "purple cows"

Serono launches MS site; marketing VP says find "purple cows"

 

This week biotech Serono launched a new Web site for its multiple sclerosis drug Rebif in its effort to build relationships with patients and caregivers and identify its "purple cow." During yesterday's opening address at the ePharma Summit, David Stern, vice president of marketing for Serono, said pharmas need to get on board with more "e" to enhance their marketing mix. "Pharma e-marketing is at the tipping point, but we're not there yet," he said. "We need to take the next step." Stern identified one of those steps as creating remarkable products--or purple cows, as discussed by Seth Godin in his book, "Purple Cow"--that the right people will seek out. Stern also suggested "dating" your customers--in other words, building a relationship with them before asking for a commitment. Inform and engage them by using online tools that are fun and interactive, he said.