Pharmaceutical companies are seen as experts in health care rather than being at the cutting edge of digital technology, but the industry — like many others — is going through a revolution.
At GSK, which owns brands including Horlicks, Aquafresh and weight loss product Alli, digital technology is having an impact on how the business operates from human resources to legal. In marketing terms, it's about developing a closer relationship with consumers, or selling direct rather than through retailers.
"The more direct relationships we have with the consumers the better, right? Because (it) enables us to do lots of great things like feeding into the innovation pipeline, so we create better innovation," GSK Chief Digital Officer Marc Speichert told CNBC's "Marketing Media Money" anchor Carolin Roth.
It also means working more closely with Google to find out how people are searching for its products, according to Brian McNamara, chief executive of GSK's consumer health care business.