The pill is now a commodity that many of these companies provide at heavy discounts, making money off everything ‘beyond the pill’. Investors are betting heavily on the potential of technological innovation to transform the way healthcare is delivered. The Economic Times reported that in 2021, India recorded investments of $77 billion across 1,266 deals including 164 large deals worth $58 billion. While the money reduced in 2022, the reason wasn’t a lack of faith in this business model. Meanwhile, the pharmaceuticals industry that is most affected by this quiet but rapid change, is grappling with its entrenched culture. Its current business is so profitable that everything else pales in comparison. ‘Build, measure, learn, build again’ – a mantra of the health tech industry is alien to pharma that doesn’t learn, build or measure after launching a product. Pharma also thinks of its customers as doctors alone and does precious little to connect with patients, or caregivers. People who are not sick do not feature on their radar at all. These are cultural values that keep pharma focused on the pill and discourage thinking beyond it. A social media poll conducted by MedicinMan showed almost predictable responses. 100+ respondents who work in the pharma industry in India were quite clearly divided. 48% of them wanted to know what beyond the pill actually meant, while 23% wanted to know how to execute it. The rest felt that the ultra-competitive environment in the Indian generics market required very high share-of-voice tactics (19%), or that their customers demanded product information (9%).

The Future in Your Palm+Chemistry – Palmistry

The future in your palm - a non-contact wearable...

Fifth Aniversary Issue

Digital in Pharma Special Issue with Digital Marketing Case Study on Janssen's Me Without Migraine patient awareness campaign.

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Gila Monster Venom: The Unexpected Spark of the GLP-1 Revolution

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Marketing

Gila Monster Venom: The Unexpected Spark of the GLP-1 Revolution

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Policies/Sales

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Strategy

Gila Monster Venom: The Unexpected Spark of the GLP-1 Revolution

In the blistering Sonoran Desert, where temperatures regularly exceed...

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A MedicinMan Editorial based on the Poll framed by...

The West Plays Precision Poker with High-stakes Specialty Drugs while India Plays Volume Chess with Portfolio Resilience

A recent industry spotlight by Venkat Mutavi notes a...

IPM Powers Ahead in 2026: 11% Growth Fueled by Cardiac, Anti-Diabetics, and GLP-1 Stars

India's pharmaceutical market charged into 2026 with strong momentum,...

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Today's Brand Equity cover — a woman lost in...

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Don’t Do Digital for the Sake of Doing Digital

Catalyzed by the pandemic, the pharma industry quickly progressed from being digitally agnostic to a state of preparedness. The shift required the industry to experiment with technology in its customer-facing plans, which resulted in many cases the creation of random acts of digital, often without a cohesive overarching strategy. Can pharma do better? The answer lies in understanding the utility of their digital assets while building a mindset to transform, and ensuring that teams within the organization do not work at cross-purposes.

Healthcare is First a Responsibility…

Patient Centricity, the most talked, least understood and poorly implemented strategy in our domain, if holistically approached and sincerely implemented, can truly transform and lead us towards a culture of ‘Healthcare is a Responsibility’. If every person in the life sciences organization at every level, is motivated, trained and equipped to understand, what is of value to the Patient and then strive towards co-creating, creating or contributing, we can travel a huge distance. Is this ‘Value’ paradigm implementable? Well, some are already doing it...