Highlights of the discussion:
With the Second Wave hitting India, customers (patients and physicians) will continue to socially distance themselves in the foreseeable future. Pharma must use the field force for reach and relationship and digital for frequency and personalised content for better customer experience.
The pandemic has made doctors adopt Telehealth in a substantial way to shore up their revenues and this will continue to be one of their channels to engage patients. Telehealth along with EMR/EHR, digital therapeutics and wearables is enabling doctors to better care for their patients. There are many ways in which pharma can support the digital evolution of doctors.
Most pharma companies have multiple divisions and the data from these divisions remain in silos and need to be integrated to better understand customers, their needs and build personas that enable wider segmentation for personalisation of communications.
Data will become the New Supervisor and field sales managers will have to transform into Customer Experience Managers and Medical Reps will have to evolve into Media Planners to be able to connect with doctors based on their channel preferences.
As more and more people search the Internet in their efforts to self-manage, Wellness sector will gain momentum and this is where pharma can work with other partners to provide health related information and products via digital channels to people who are online 24×7.
Some questions that Suresh Subramanian will answer in today’s session:
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