CMG launches digital division

pharmafile | March 29, 2010 | News story | Medical Communications Complete Digital, Complete Medical Group, digi, digi pharma, digital pharma 

Healthcare communications agency Complete Medical Group (CMG) has launched an online division to take advantage of a shift in the way big pharma looks at coms.

Complete Digital will be led by former AstraZeneca global e-marketing director Kay Wesley, who says the industry “is taking a more strategic approach to adapting its business model for the digital future”.

The new division’s offer is aimed at global heads of digital since “most of the major pharma companies are hiring that sort of job role”, she adds.

“We are working with clients in many therapeutic areas helping to shape their digital strategy and plans. They are no longer saying ‘let’s bolt on a bit of digital’.”

“They are asking ‘how will we engage? Globally? Locally? Per-brand or pan-brand? There are lots of decisions being taken.”

The agency’s role will involve walking clients through the issues and interpreting the existing codes. “For pharma, digital is relatively new,” Wesley said.

This can be seen in the concerns over regulation which are still holding back pharma companies when it comes to using digital channels, Wesley believes.

“There is a big gap between what external, non-pharma agencies are coming up with and what medical people can get their heads around,” she says.

“The main thing is the regulatory environment. Companies know they have to be careful about off-label promotion, adverse events and so on.”

Wesley describes Macclesfield-based Complete Digital’s offer as “a combination of scientific and digital expertise, innovation, regulatory know-how, and digital strategy and delivery”.

“We’ll bring together a team which can handle content, design and customer strategy,” she said

Complete Digital positions itself as providing online activities to support existing programmes such as medical meetings and publications and looks to take advantage of CMG’s existing online capabilities.

Before joining CMG Wesley was global brand communications manager for Seroquel when she worked at AstraZeneca, and was also global e-marketing director at the company for five years.

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