With viewers “tuning in” to watch video online, the consumption of broadcast content will continue to morph dramatically. Pepsi opted to skip advertising in the the most widely-viewed sports events to focus on social media efforts. Soon, Hulu could become more of a threat to traditional television than DVRs. Some companies continue to use long-form video, such as GlaxoSmithKline and the Alli-themed documentary, but brief, serial clips may yield an advantage for continued engagement.

In pharma, the opportunity is yet to be fully seized. Nearly half of online physicians in Western Europe reported watching Web videos for professional purposes. At the FDA social media hearing, we learned physicians watched instructional videos online the night before performing an orthopedic surgical procedure. And this doesn’t change translating from professionals to consumers. Video can be extremely effective in communicating with patients and caregivers beyond simple text. Video can communicate complex ideas, such as mechanism of action, more easily than the written word. Patients telling their own stories in their own words yields greater emotional engagement. And, very often it becomes viral.

This should encourage brand managers to recognize the unique benefits of video and leverage these assets online – whether on corporate, unbranded or products sites, or shared on social media channels.

The growth and usage of “new media tools” will always surpass and ultimately replace “traditional methods”. Smoke signals were replaced by guys with sandwich boards, who were replaced by newspapers, then radio then print and TV. There will always be a constant evolution. Marketing doesn’t change, the mediums that we use will always change, but at the end of the day, it is still marketing.

Having said that, how we approach marketing is changing, and quickly. In this past year we have heard a lot about Relationship Marketing or (RM). It was first discussed in the form of patient compliance programs, and most recently, given the changes in the sales force structure, size, and regulations, HCP RM. Both are the same, it’s about marketing to specific segments.

Segmented marketing the ability to identify and successfully reach and market to multiple different and distinct target audiences which has been pioneered and perfected by Interactive will continue to evolve as the marketing approach. In the past promotional campaigns consisted of leveraging one benefit into one message and then communicating that message through the reps, journal ads, and TV. The Intent has allowed us to think in segments. Going forward the agencies that will serve their brands best are the ones that internalize this approach across everything they do, from label design to brand messaging to all the promotional activities.  It is no longer what is the one message, it’s which segments do I want to reach, influence, empower; how do they want to consume my message (with or on the phone, online, in person, etc) and when do they need the information?