CI & T

April 29, 2013 08:30 ET

Pharmaceutical Companies Must Infuse Digital Marketing With an Added Layer of Intelligence to Improve Customer Experience

Sophisticated Analytics, Social Media, Mobile and Cloud Technologies Among Factors Changing the Face of Digital Marketing

KING OF PRUSSIA, PA--(Marketwired - Apr 29, 2013) - Today's sophisticated consumers demand timely, accessible information and personalized, real-time engagement. Yet despite large amounts of money being thrown at marketing initiatives, few pharmaceutical companies are able to engage healthcare professionals and patients effectively. They must be able to listen to, analyze and act on consumer feedback, while also staying compliant. CI&T, a nearshore provider of value-driven cloud, analytics, web and mobile application services, envisions a future for pharmaceutical companies where customer experience moves away from a one-way, tactical flow of information, to a two-way, strategic flow of information, engagement and action.

Several factors have changed consumer behaviors drastically; most notably, the speed and accessibility of social media and the rise of smartphones and tablets, which provide a 24/7 portal for information and engagement. Consumers are better informed, more engaged and accustomed to having the most relevant, up-to-date knowledge at their fingertips. The pharmaceutical industry has not been immune to this shift. In the past, it was enough to just focus marketing efforts on websites and email campaigns, this is no longer the case. The conversation has expanded along with the digital ecosystem.

As it stands today, most pharmaceutical companies are struggling to keep pace with consumers' needs for readily available, timely information and interactions. As a result, customer engagement is rarely fostered and, in the majority of cases, is neglected.

Rather than looking at this as a challenge, some pharmaceutical companies are leveraging today's sophisticated analytics and cloud technology offerings to make digital marketing a competitive differentiator. Analytics gives firms the ability to distribute data, collect feedback and then turn that data into actionable insights. Cloud-based solutions maximize existing IT investments and reduce time-to-market, allowing organizations to focus dollars and energy on marketing strategy and not technology complexity.

"A well-thought-out, strategic digital marketing plan is key in the current business landscape," said Bruno Guicardi, President North America, CI&T. "The use of some of today's sophisticated analytical technologies allow for a constant learning process, gathering actionable intelligence to adapt the strategy to the fluid nature of digital engagements. And because of the use of cloud, this can happen without the burdensome, costly responsibility of IT infrastructure. It's a win for both consumers and the enterprise."

This is the first in a multi-part, educational series from CI&T on the evolution of digital marketing in the pharmaceutical industry.

Additional Resources

  • To help companies integrate digital marketing with the power of cloud computing, CI&T is broadcasting a webinar with Google on Thursday, May 2, entitled "Digital Differentiation - It's All about the Cloud." To register, click here.

  • Leonardo Mattiazzi, vice president of international business at CI&T, recently discussed the need to create optimal digital experiences at Digital Pharma Europe. You can hear more about his take on the state of digital marketing for pharmaceutical companies here.

About CI&T:
CI&T ( provides value-driven, Nearshore web and mobile application services and software product engineering. The company's high-performance teams employ agile methodologies and Lean principles to deliver innovative, value-generating projects for companies of all sizes, by leveraging the latest mobile, cloud and web technologies. A truly global company established in 1995, CI&T is headquartered in Campinas, Brazil, with strategic locations across Latin America, North America, Europe and the Asia-Pacific region. For more information, visit

Contact Information

  • Press Contact:
    Ashleigh Churchward
    Articulate Communications Inc. for CI&T
    212.255.0080, ext. 12