“If we look at major trends, people are living longer, on average, so there’s a rise in chronic diseases associated with aging. Meanwhile, healthcare workers are in short supply, and physicians and nurses do not have enough time for patients. Yet everyone has powerful computers in their pockets that give them access to technology, education, and information. Put all that together, and it’s the perfect moment for digital solutions to come to the market, change behavior, and enhance health outcomes at scale” - Bozidar Jovicevic, Global head of Digital Therapeutics, Sanofi

IPM Powers Ahead in 2026: 11% Growth Fueled by Cardiac, Anti-Diabetics, and GLP-1 Stars

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Why Pharma Sales Enablement Is a Necessity for Success

Challenging times lay ahead for the sales departments in the pharma industry. The COVID-19 pandemic will surely not be the first disruption, as recent geopolitical tensions, and economic turmoil show. Agile and adaptive sales enablement is thus a must-have in the coming months and years.

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Marketing

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Strategy

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Medical Reps will Remain – What will be their Future Role?

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.