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Thursday, April 2, 2026

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How to Harness the Power of Omnichannel Marketing in the Pharma Industry

Pharmaceutical & medical devices Industry is fast adapting to these changes at various levels of the value chain. Billions of dollars are being spent on digital transformation projects ranging from usage of AI & ML in product development, production and predictive maintenance, Blockchain in supply chain and data management & analytics in strategic decision making. This article focuses on Omnichannel marketing, one of the key digital transformations that the industry is learning and implementing at a rapid pace. Omnichannel Marketing: Promise and Possibilities An industry that historically focused all their brand building and market shaping efforts through F2F meetings & medical education programs has started making giant strides in multi-channel strategy now. A digital journey that started with an e-detailing platform has progressed fast by adding brand websites, Approved E-Mails, social media, webinars and other media effectively creating a multi-channel strategy. The only hindside to this is, all these channels work independently, expecting HCPs to find and sort out information themselves.

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.

The Antifungal Blind Spot: India’s Quiet Clinical Crisis

A market analysis and clinical commentary on the growing...

The Pharma Professional’s Guide

Brand Building Special Issue with articles on personal branding, brand differentiation and avoiding brand arrogance

Smell of the Workplace – Wonderful Metaphor to Understand the Context of Performance

In a World Economic Forum talk, Professor Sumantra Ghosal - the founding Dean of the Indian School of Business, Hyderabad - talked about the "Smell of the Workplace" as a metaphor to describe the need for creating a new context that enables employees to change their mindset from that of Constraint, Compliance, Control and Contract to that of Stretch, Discipline, Trust and Support.