Pharma has kept its engine running for a long time without annual service maintenance and it is quite likely that few of them got seized via Merger and Acquisition. Though many of the companies were prudent to change their wheels with organic and inorganic rubber, most of them were hesitant to do the necessary frequent change of oil.
Digital as an oil, has not only lubricated the growth engines of pharma but also harmonized its digital gears (Websites / E- Commerce / Apps ) and clutch plate i.e. closed loop marketing (CLM) platforms for optimal performance. The initial experience of many business drivers (Sales and Marketing) with these new growth pedals has been varied, as most of them have been driving off-road and often losing direction midway (suboptimal outcomes).
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