Technology destroys redundant and repetitive jobs, but not work that needs intelligence, insight, and application.
Ola Cabs and OYO (On Your Own) Rooms, (Uber and Airbnb in the West) have proven how digital can disrupt jobs even in a technologically backward country like India. But we still need drivers who are willing and able to use digital apps, read digital maps, accept digital payment and behave appropriately with digitally empowered customers to ensure better customer rating that leads to better business for them. In fact, it has opened up a whole new world of opportunity for young and old alike, who are willing to re-orient their attitude and re-skill.
Flipkart, Amazon, Swiggy, and a host of other digitally powered businesses have created thousands of new jobs, that need a combination of physical aptitude and digital mindset.
The Black & Yellow Cabs and autos persist, but their power to demand exorbitant fares has diminished considerably.
In healthcare and pharma too, thousands of sales and marketing professionals from entry-level to senior managers are facing the heat of VUCA – Volatile, Uncertain, Ambiguous, and Uncertain future. Their jobs have been OYO-ed.
Pharma companies that used large field forces for multiple divisions, selling the same me-too products to create a resounding Share-of-the-Voice in the market are beginning to Stare-at-the-Diminishing-Returns for investments on traditional sales and marketing strategies, if they can be called strategies at all in the first place.
Most pharma companies and professionals like Black & Yellow cabs, continue to hope against hope, that somehow they will be able to continue to hold on to their businesses and jobs till their shares are sold and EMIs are paid. After that, who cares?
The answer to pharma and healthcare’s challenges will need a combination of profound domain knowledge and experience combined with digital skills to engage Rx customers meaningfully.
Don’t let your business and career get OYO-ed – Use D2, a #MedicinMan Initiative in partnership with Doceree – A Series of Panel Discussions by Indian Pharma thought leaders – https://www.youtube.com/@medicinman5433/videos
Originally published on December 5, 2017, on LinkedIn
