Sophisticated marketing organizations have long since realized that it is a multi-channel world.
Is this "holy grail" reality or fiction.
John Berndt has a good stab at discussing this horribly complex topic, and sheds light on some basic issues that need to be addressed.
Pharma is thinking in the right way, but clearly has not grasped the true nature of this topic based on my past experience and current investments.
Things will change - there is no dobt about it. The question is at what rate!