To navigate chaos, you first need to know who...

There was a phase when the industry feared that digital would eventually replace the medical sales representative but it appears that digital engagements work best when facilitated by an affable and knowledgeable person, who can personalize the information, and the conversation, to the doctor. In pharma, there’s no substituting face-to-face dialogue it seems. And why should it? “Rather than digital replacing a person in pharma, the need of the hour is digitalizing the approach of person. The person and the technology are HERE TO STAY”, says Archis Joshi, Commercial Head at Dr. Reddy’s. The sales role is getting tougher. Medical information, at one point pharma’s greatest value, is today much more freely available than it used to be. In the Indian market which is dominated by generic medicines lacking differentiation, simply informing doctors about the product, isn’t a viable prospect any more when it comes to piquing their interest. “Why are brands that have been around for some time still unable to cross the marketing funnel and are still stuck at either the ‘awareness’ or the ‘interest’ stages, and unable to move towards the ‘purchase’ or ‘recommendation’ stages?” wonders Mehul Shukla, Director, Marketing Excellence at Cipla.

A large part of the pharma houses continues to...

When drones first appeared on battlefields, military establishments reacted...

Articles by Gopal Kishore, K. Hariram, Pankaj Mehrotra and Vivek Hattangadi

To navigate chaos, you first need to know who...

Shivam Puri has been appointed Chief Executive Officer of...

1. The Eli Lilly & Mounjaro Disruption: A New...

Executive Summary Most healthcare organizations fail at execution, not...

India’s pharmaceutical retail landscape remains one of the world’s...

To navigate chaos, you first need to know who...

Shivam Puri has been appointed Chief Executive Officer of...

1. The Eli Lilly & Mounjaro Disruption: A New...

Executive Summary Most healthcare organizations fail at execution, not...

India’s pharmaceutical retail landscape remains one of the world’s...

To navigate chaos, you first need to know who...

Shivam Puri has been appointed Chief Executive Officer of...

1. The Eli Lilly & Mounjaro Disruption: A New...

Executive Summary Most healthcare organizations fail at execution, not...

India’s pharmaceutical retail landscape remains one of the world’s...

To navigate chaos, you first need to know who...

Shivam Puri has been appointed Chief Executive Officer of...

1. The Eli Lilly & Mounjaro Disruption: A New...

Executive Summary Most healthcare organizations fail at execution, not...

India’s pharmaceutical retail landscape remains one of the world’s...