Articles by Anup Soans

Digital in Pharma, Featured Article December 6, 2022

Without Re-skilling, You’re as Good as Un-Schooled

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.

Digital in Pharma, Featured Article May 28, 2022

Digital in Pharma and RoI – What and How to Measure Metrics that Matter

To be able to measure the RoI on digital in pharma, it is necessary to understand customers as individuals and create newer segmentation based on these needs and interests. This calls for the NextGen RCPA of data collection and personalized communications that engage customers, based on which pharma must create customer experiences that matter to them.

If your content does not scratch, where it itches the customers, digital or phygital, customers will not feel at home (comfortable, delighted, and wants more), which is what matters. Not a digital euphoria, which will soon die down as customers simply ignore it as they did when pharma launched a plethora of webinars.

Digital in Pharma, Featured Article, Thought Leadership, Uncategorized May 26, 2022

Healthcare Disruption – Will Ola, Swiggy, Pharmaeasy, and Hospitals Converge to Deliver Health Care on Call at Your Doorstep?

How long before digital Unicorns like Ola, Swiggy, Pharmeasy, and many others realize the humongous opportunity of delivering health care at the doorstep?

Imagine an app like Ola, where instead of entering where you want to go, you enter the nature of your medical need/emergency and search and find a range of hospitals/doctors/paramedics who can act as the first responders and reach your home in an ambulance or a motorbike with an HCP as a pillion rider with all necessary equipment from the thermometer to defibrillator depending on the nature of the medical care needed and triage and route you/your loved ones to the nearest hospital with an indicative cost of treatment in partnership with health insurance companies?

Digital in Pharma, Featured Article, Special Announcement January 18, 2022

Specially Designed Case Study based Modules for Pharma Marketing Professionals

More than digitalizing your product promotions, the case calls for building and engaging your brand community through digital solutions that create memorable customer experiences.

With the new normal emerging, the traditional Pharma commercial model needs to be relooked by exploring alternative channels of engagement, which offer opportunities to create value for customers.

Company-specific digital adoption workshops to experience how a brand can be promoted using the omnichannel approach with field force involvement.

Digital in Pharma, Featured Article December 18, 2021

Will Omicron Wave be a Repeat Rx for Indian Pharma?

How had Indian Pharma responded to the challenges brought on by the Covid19 crisis and the inability to connect with doctors and other Rx influencers?

Is it back to business-as-usual or have some companies learned from their mistakes and become digital savvy?

How will Indian Pharma cope with the possibility of another lockdown and meeting restrictions looming in view of the rising Omicron wave?

Digital in Pharma, Featured Article December 3, 2021

Is Pharma’s Business Model like McDonald’s? Are Pharma Managers Graduates in Hamburgerology?

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.

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