Curing pilotitis in digital marketing among life sciences companies

David Davidovic
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David Davidovic: pathForward, USA

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 2, 164-175

Abstract: Across the various sectors of the life sciences industry, companies have used a variety of digital tools to support the marketing of their products and services. Many, however, find themselves struggling with ‘pilotitis’: a persistent condition that prevents them from scaling up their digital marketing efforts by keeping them stuck in small-scale experiments. Pilotitis stems from a lack of clear purpose and direction, fear of failure, lack of digital literacy, low investments in data and measurement and other factors. As this article will show, companies that want to break free from pilotitis must embrace digital as a strategic priority, invest in data and measurement tools, build skilled digital marketing teams, train and educate their leadership, and have the courage to take calculated but substantial risks. By doing so, they can unlock the full potential of digital marketing to reach and engage their audience more effectively and stay ahead of their competition.

Keywords: pilotitis; digital marketing; omni-channel; pharmaceutical; biotechnology; diagnostics; healthcare; digital transformation; change management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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