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Wednesday, April 29, 2026
32.2
C
Bengaluru
Hot topics
The Pill is Now a Commodity – Can ‘Beyond the Pill’ Models Work in India?
The pill is now a commodity that many of these companies provide at heavy discounts, making money off everything ‘beyond the pill’. Investors are betting heavily on the potential of technological innovation to transform the way healthcare is delivered.
The Economic Times reported that in 2021, India recorded investments of $77 billion across 1,266 deals including 164 large deals worth $58 billion. While the money reduced in 2022, the reason wasn’t a lack of faith in this business model.
Meanwhile, the pharmaceuticals industry that is most affected by this quiet but rapid change, is grappling with its entrenched culture. Its current business is so profitable that everything else pales in comparison.
‘Build, measure, learn, build again’ – a mantra of the health tech industry is alien to pharma that doesn’t learn, build or measure after launching a product.
Pharma also thinks of its customers as doctors alone and does precious little to connect with patients, or caregivers. People who are not sick do not feature on their radar at all. These are cultural values that keep pharma focused on the pill and discourage thinking beyond it.
A social media poll conducted by MedicinMan showed almost predictable responses. 100+ respondents who work in the pharma industry in India were quite clearly divided. 48% of them wanted to know what beyond the pill actually meant, while 23% wanted to know how to execute it.
The rest felt that the ultra-competitive environment in the Indian generics market required very high share-of-voice tactics (19%), or that their customers demanded product information (9%).
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Dr. Peter Velev, CEO of CredoWeb discussing Digital in Pharma with MedicinMan
The digital revolution is the fourth industrial revolution. It changes models, processes and whole public sectors. In many reports you will find that, in terms of digitalization, pharma is just next to the public sector, as least digitalized. Pharma just started late. There are many reasons for that – it is one of the most regulated industries with lots of sensitive data involved and many ethical aspects. But the slowed down digitalization has a lot to do with some subjective reasons. Adopting digital technologies requires changing existing models which requires a different mindset – and this is difficult to achieve. Nowadays, in the situation of a global pandemic, we see that digital communication is not only necessary to be successful but it is a must in order to adapt to the New Normality.
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Subhendu K Datta has taken on a new role as Senior Vice President (Sales & Marketing) – India & Nepal SBU Head at Micro...
In his new position, he will lead teams across...
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In his new position, he will lead teams across...
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MedicinMan was launched in 2011 as India’s 1st Magazine dedicated to the cause of Field Force Excellence in Pharma and Devices.
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Headlines
Subhendu K Datta has taken on a new role as Senior Vice President (Sales & Marketing) – India & Nepal SBU Head at Micro...
In his new position, he will lead teams across...
Why Private Equity is the New Kingmaker in Pharma & MedTech
The PE Playbook: Why Private Equity is the New...
Tez Health and the New Race to Bring Healthcare Home
Tez Health and the New Race to Bring Healthcare...
Is Pharma M&A Slowing Down Amidst Geopolitical Friction?
The pharmaceutical industry stands at a critical juncture in...
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