A large part of the pharma houses continues to believe in-More Feet on The Street Strategy rather than multiple touchpoints across healthcare stakeholders through digital platforms. Though many of them purchased the digital trumpets and drum sets (iPad, enabled detailing, and CRM) mostly were played as solo performers until COVID-19…
In many situations, technology upgradation is often construed as digital transformation. In a recently conducted survey by Altimeter, 88% of companies said that they were undergoing ‘digital transformation’ but only 25% said that they did so with the purpose beyond investing in new technology. The real definition of digital transformation is the realignment of, or new investment in technology, business models, and processes to create value for customers in a dynamic digital economy.
Does Your Company Have a Well Thought-out Strategy on How to Improve Sales Force Effectiveness in the Digital World? Most pharma companies operating in India, understand the significance of their sales force – the powerful driver of revenues. Sales force is also responsible for establishing and maintaining relationships with various…
COVID-19 has accelerated the shift in how pharma was engaging with HCPs, professional organisations and even patients in India from a sales to more of a scientific, unbiased and balanced marketing communications. As one of the business leader from a prominent MNC said, “For the first time we are seeing a certain shift in HCP’s preference for scientific communication for innovators companies. MSLs and scientific operation teams will be playing a key role in the near future.”
It is heartening to see that Pharma marketers have finally decided to include digital into their marketing mix. Even if catalysed by Covid, this is good news Evan Schwartz called it “digital darwinism” – a phenomenon that caused technology to evolve faster than the society which adopts it. The average…
Salil Kallianpur The code of conduct for ethical pharmaceutical marketing was not designed for a world of data, software, and artificial intelligence. Already under severe pressure from COVID-19 and the changes that will lie in its wake, it is utterly inadequate to face the four main challenges that new technologies…
First Ever India Centric Survey: A CredoWeb – MedicinMan Research Project
We are in the middle of huge crisis and uncertainty. The Covid-19 crisis is taking a toll on Indian Pharma Leaders. Many leaders are not sure – what is of critical importance at this time? What are they are supposed to do and how they are supposed to do it?…
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
To me, patient centricity is as fascinating a concept as it is contradictory. It is fascinating because it puts power into the hands of the patient. And it is contradictory because pharma does not like giving away power over its messages or processes. Pharma has traditionally never enjoyed interaction and has depended on ‘pushing’ messages across rather than having ‘conversations’. It probably also explains why we make do with medical reps who are not the sharpest knives in the drawer and scarcely invest in sharpening them.