With the Second Wave hitting India, customers (patients and physicians) will continue to socially distance themselves in the foreseeable future. Pharma must use the field force for reach and relationship and digital for frequency and personalised content for better customer experience. The pandemic has made doctors adopt Telehealth in a substantial way to shore up their revenues and this will continue to be one of their channels to engage patients. Telehealth along with EMR/EHR, digital therapeutics and wearables is enabling doctors to better care for their patients. There are many ways in which pharma can support the digital evolution of doctors.

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FieldForce Is Not Your Frontline Anymore. Meet the New Force in Healthcare

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

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Abstract When Intas Pharmaceuticals launched Razumab in June 2015 as...

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

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Abstract When Intas Pharmaceuticals launched Razumab in June 2015 as...

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From Gas Cylinders to ICU Beds: How the Gulf...

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Strategy

FieldForce Is Not Your Frontline Anymore. Meet the New Force in Healthcare

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

Razumab at 11: A Decade of Disruption, Safety Lessons, and the New Biosimilar Reality

Abstract When Intas Pharmaceuticals launched Razumab in June 2015 as...

Healthcare and Gulf War: When Elephants Fight, the Grass Gets Trampled

From Gas Cylinders to ICU Beds: How the Gulf...

Semaglutide: Just Another Off-Patent Generic? Or a Different Beast Entirely?

As over 50 generic versions of the blockbuster weight-loss...

Excellence or Mediocrity—What Are You Building?

Excellence is a choice. So is Mediocrity Excellence is a...

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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.

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Dr. Tarun Gupta Tribute Issue

Editor's Note - This issue of MedicinMan is dedicated to the memory of Dr. Tarun Gupta, TG as he was fondly called. Executive Editor, Salil Kallianpur, dear friend Subrato Banerjee and long-time MedicinMan patron Vivek Hattangadi, pen their tributes to TG.