The life of the Pharma marketer has always been a juggling act (Two hands, Three balls, Endless Effect! A Lifetime of Performance) of managing multiple aspects with adept emotional and mental skill sets. All this, while trying to remain sane in a dynamic and confusing world. As the marketer takes time to make sense of his environment, he attempts to find answers to perennial marketing questions such as:
How is the campaign performing?
What are the new avenues to target customers?
Is the messaging, right?
Are the vendors on track with their deliverables?
Are metrics that we track insightful?
In the dynamic world of pharmaceutical marketing, staying ahead of the curve is essential for success. As technology continues to evolve, so do the opportunities for innovative campaigns. One area where pharma marketers can make a significant impact is in raising awareness about non-communicable diseases (NCDs) and promoting real-world studies and clinical trials.
Healthcare systems around the world differ – public, private or a mix of both public and private (like in India). With all the variance in healthcare delivery models, the risks to healthcare professionals remain universal: needle injuries to litigations to episodes of threats/ violence
Is Pharma’s business model like McDonald’s? Doing things over & over again without innovation?
McDonald’s is famous for its Hamburger University, a training facility at the McDonald’s Corporation global headquarters in Chicago, Illinois. It instructs high-potential restaurant managers in restaurant management.
More than 5,000 students attend Hamburger University each year and over 275,000 people have graduated with a degree in Hamburgerology.
Sound familiar? Pharma’s training has been on similar lines – hire people continuously and put them through the grind of mugging up essentials of drugs for diseases that the particular company sells.
While the McDonald’s model is ideal for its business of replication, it has outlived its utility in healthcare and drug companies are in danger of being reduced to mere suppliers of drugs to new digital platform businesses unless they learn to innovate.
In the organisational context, LEADERSHIP appears more glamorous than the word MANAGEMENT. When it comes to a team whether small or large, we need to realise that the first requirement is to be an effective manager and then a leader.
Why so?
First and foremost, Managers are responsible for making sure that things are done properly. And while leaders may bring us vision, inspiration and challenge, these things count for nothing without the efficient implementation brought about by good management.
To be a great manager, you must have an extensive set of skills, both hard and soft – from planning and delegation to communication and motivation.
The skill set is so wide, and hence, for your long-term success, it's wise to analyse your skills in all areas of management – and then to challenge yourself to improve in all of these areas.
So, a fundamental question that is unasked, but lingers in the mind often is, Are managers really necessary?
Pharmaceutical & medical devices Industry is fast adapting to these changes at various levels of the value chain. Billions of dollars are being spent on digital transformation projects ranging from usage of AI & ML in product development, production and predictive maintenance, Blockchain in supply chain and data management & analytics in strategic decision making.
This article focuses on Omnichannel marketing, one of the key digital transformations that the industry is learning and implementing at a rapid pace.
Omnichannel Marketing: Promise and Possibilities
An industry that historically focused all their brand building and market shaping efforts through F2F meetings & medical education programs has started making giant strides in multi-channel strategy now.
A digital journey that started with an e-detailing platform has progressed fast by adding brand websites, Approved E-Mails, social media, webinars and other media effectively creating a multi-channel strategy. The only hindside to this is, all these channels work independently, expecting HCPs to find and sort out information themselves.
DigiStorm 2018 was held on 11 September at the Lalit Ashok in Bangalore. The event was headlined by Prabir Jha – President & Global Chief People Officer, Cipla. K. Hariram gives us the highlights from the pre-lunch session.
DigiStorm 2018 kicked-off with an enthralling keynote address by Prabir Jha, President & GCHRO at Cipla. Prabir Jha challenged pharma business leaders with the thought provoking statement, “Digital is not just another technology, it is a mind-set.”
Prabir Jha set the tone for the day’s deliberations on Intent, Strategy, Content and Skills needed to bring about digital transformation, by asking Indian Pharma leaders to go beyond merely flirting with digital, not knowing where to begin and where to end, and getting lost in between. Instead, digital adoption should begin with contextualising it to Indian Pharma’s unique needs.
While pharma is known to be a laggard in adopting newer ways of doing business, Prabir Jha asked what would Indian Pharma leaders use digital for – to leverage it for incremental gains or use it for disruptive innovation?
The right question he said was not, “Can digital help us? But are we willing to help ourselves.” Going further he said, “If we are agreed that digital is indeed transformational, then how can we rethink, re-imagine and re-purpose our business models?
The right question he said was not, “Can digital help us? But are we willing to help ourselves.” Going further he said, “If we are agreed that digital is indeed transformational, then how can we rethink, re-imagine and re-purpose our business models?
While the doctor remains central to healthcare business, the rapid changes in the world makes it imperative for pharma companies to become patient-centric. Patients are becoming more and more informed, thanks to the ubiquitous nature of the digital world, and neither doctors nor pharma can afford to ignore the information-powered patients.
Patient-centricity is to move beyond conventional marketing approaches of monitoring market shares, which are often more than a month old. Patient-centricity involves moving into therapy-shaping and disease management, wherein the patient, physician, payors and pharma collaborate and cooperate in enabling patients to live healthier and happier lives.
Pharma must see the interlinking between patients, physicians and payors and ask, where and what are the problems? And only then, move to digital transformation to solve these carefully identified problems through newer business models.
Prabir Jha emphasised that while issues of privacy are important, by mapping the patient’s journey and examining the inter-relations between patients, physicians and payors, pharma can gain important insights that can help it to rethink, re-imagine and re-purpose pharma business models from the current redundant and static ways of doing business to one that is relevant to changing times and aspirations of patients and physicians.
Are Indian Pharma business leaders listening?
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Star Attraction of DigiStorm 2018 -Prabir Jha, President & Global Chief Human Resource Officer at Cipla, challenged Indian Pharma leaders to adopt the digital mindset with a thought provoking Keynote Address
K Hariram, former Managing Director of Galderma India and Chief Mentor at MedicinMan, moderates the CEO Roundtable on Digital in Pharma
Deep Bhandari on Future of Work – Although organizations put technology in the spotlight in the future of work, it is, in fact, human capital that holds the greatest value for organizations now and in the future
Salil Kallianpur, DigiStorm 2018, workshop leader sets the tone for the day-long deliberations
Anup Soans, Editor @ MedicinMan setting the tone for interaction between digital service providers in healthcare and pharma executives
The CEO Roundtable at DigiStorm 2018
Hariram Krishnan, former Managing Director of Galderma India and Chief Mentor at MedicinMan sets the tone for Intent and Strategy – Digital in Pharma
A photo-op – DigiStorm faculty with Ms. Kamini Sharma, General Manager Marketing – International Operations at Micro Labs based in the Philippines
An interactive session with queries and insights from participants
MedicinMan Chief Mentor, Hariram Krishnan, with fellow CEOs, Raghu and Sunil Attavar
A big Thank You to Prabir Jha for delivering the Keynote at DigiStorm 2018
Raghu Kumar, former Managing Director at Allergan presents memento to PV Sankar Dass
DigiStorm 2018 – full house at The Lalit Ashok
Nitin Dhope from Lupin has a question for the faculty…
Curatio Healthcare team – present in full strength with their CEO, PV Sankar Dass
Harish Jain, Secretary of KDPMA &
Director at Embiotic Laboratories
Amit Bhakri, Business Unit Head, Specialty Care at AstraZeneca
PV Sankar Dass, CEO of Curatio Healthcare shares insights from their digital initiatives.
Curatio Healthcare team – fine tuning their digital approach
Faculty and participants at DigitStorm 2018
Digital entrepreneurs interact with pharma business leaders
Time to meet mentors and friends – MVSMA Raja with PV Sankar Dass
Many thanks to Sunil Attavar and Harish Jain of KDPMA for making DigiStorm 2018 happen in Bengaluru
Dr. Karthik Anantharaman, Business Unit Head (Metabolics/Branded Formulations/Biosimilars) at Biocon
The MedicinMan journey – from 2011 to now – making a difference to Indian Pharma…
Vivek Sharma, Sales Training Head at Allergan is all smiles at the whiff of aromatic soup
DigitStorm participants enjoy the spread at The Lalit Ashok
Debashish Bannerjee, Chief Compliance Officer at Juggat Pharma chats up with Sathyanarayanan R, Chief Marketing Officer at Group Pharma
Dr. Pankaj Gursahani, Director, Sales Training at AstraZeneca answering audience in his inimitable way – insight with humor.
Deep Bhandari, Member, Editorial Board at MedicinMan, moderates the session on Future of Work.
Time for a little fun and exercise to beat the post prandial inertia. Anup Soans takes participants on an African Safari
Time for a little fun and exercise to beat the post prandial inertia. Anup Soans takes participants on an African Safari
MVSMA Raja, Vice President at Dr. Reddy’s Labs shares insights from their global digital initiatives
Salil Kallianpur, Principal Consultant at Digital Transformation Lab and Executive Editor at MedicinMan sets the Context for Content – Digital in Pharma
A selfie moment – “I came all the way from the Philippines to listen to you” says, Ms Kamini Sharma to Prabir Jha, President & Global Chief Human Resource Officer at Cipla
A pleasure to welcome Suresh Subramanian, Head of South Asia, Branded Formulation at Biocon, a veteran business leader with deep insights into pharma business
Amlesh Ranjan, Deputy Director, Superspecialty at Sanofi India, speaks on his journey from Medical Rep at Navada, Bihar to SFE & Market Access and now Business Leader on a global stage
Harish Jain, Secretary of KDPMA &
Director at Embiotic Laboratories presenting memento to S. Varadarajan, Vice President, Corporate L&D at Micro Labs
Harish Jain, Secretary of KDPMA &
Director at Embiotic Laboratories presenting memento to Dr. Pankaj Gursahani, Director, Sales Training at AstraZeneca.
Harish Jain, Secretary of KDPMA &
Director at Embiotic Laboratories presenting mementos to Deep Bhandari and panel members, Jiten Karani, S. Varadarajan and Pankaj Gursahani.
Milan Hoogan, VP Sales & Marketing, Erfolg Life Sciences – Our mission is to create an “United Ecosystem” of Physicians, Pharma Marketers, Bio Technology Companies, Manufacturers, Distributors, Retailers and Consumers, enabling seamless communication & collaboration amongst them, thereby transforming the marketing landscape by providing higher Market Access, Sales Penetration and facilitating Better Healthcare for Patients.
http://www.erfolglifesciences.com/
Ms. Madhubala Radhakrishnan, founder & president at mCURA speaks on how mCURA, India’s first technology platform that converts desk services into integrated mobility services to covers end-to-end patient experience in OPD.
http://mcura.com/
Sunil Attavar, President of KDPMA and CMD of Group Pharma, signing off the certificates for the participants
Participants from across India and overseas attended DigiStorm 2018
DigiStorm 2018 Faculty – Who’s Who of Indian Pharma