Aurora Archer, Senior Director, Digital Distribution Channels at AstraZeneca, explains how mobile is changing health marketing in three major ways. First, it's transformed the creation of content and the way her company determines what's relevant and to whom. Secondly, it's changed how they create and inhabit platforms -specifically to engage and converse with people. Finally, it's shifting their view of the services they provide, ensuring that they add value for consumers.
It's not about keeping in line with your competitors, but it's truly meeting the expectations of your customers—they're the ones creating a demand.