How long before digital Unicorns like Ola, Swiggy, Pharmeasy, and many others realize the humongous opportunity of delivering health care at the doorstep?
Imagine an app like Ola, where instead of entering where you want to go, you enter the nature of your medical need/emergency and search and find a range of hospitals/doctors/paramedics who can act as the first responders and reach your home in an ambulance or a motorbike with an HCP as a pillion rider with all necessary equipment from the thermometer to defibrillator depending on the nature of the medical care needed and triage and route you/your loved ones to the nearest hospital with an indicative cost of treatment in partnership with health insurance companies?
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.
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.
An interview with Salil Kallianpur - Executive VP at GSK Primary Care on the state of digital in pharma marketing and pointers for digital marketing success.
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%).
How long before digital Unicorns like Ola, Swiggy, Pharmeasy, and many others realize the humongous opportunity of delivering health care at the doorstep?
Imagine an app like Ola, where instead of entering where you want to go, you enter the nature of your medical need/emergency and search and find a range of hospitals/doctors/paramedics who can act as the first responders and reach your home in an ambulance or a motorbike with an HCP as a pillion rider with all necessary equipment from the thermometer to defibrillator depending on the nature of the medical care needed and triage and route you/your loved ones to the nearest hospital with an indicative cost of treatment in partnership with health insurance companies?
After settling down comfortably into my seat on a flight from Chicago to San Francisco, I started browsing through my digital copy of the latest issue of The Economist. Much to my surprise, I saw an article titled, The Usefulness of Managers beginning with the sentence, "Is your manager really necessary?"
Bingo!!! My mind went back to so many discussions we keep having about our Indian Pharma industry and the various arguments about line management and their contributions, role clarity, their usefulness and the often-asked question, “Are they really effective?”
When the top leadership says, that effective managers are a rare breed with comments such as, “they are the weakest link in our chain”, my mind keeps racing through with the thought as to, “if they are not, who has to be responsible to make them effective?”
Having been a line manager and climbing the ladder against odds, I can understand and empathise with both sides of this management world.
However, when these doubts and questions keep raising its head often, my curiosity quotient kept raising a question, “Are we in Indian pharma very unique to have such challenges?” A chance meeting I had with a team of Google senior management personnel based in Google’s headquarters in California during this trip gave me an interesting insight on what Google did and what it continues to do.
Much to my solace I found that their apprehensions were similar to what we in Indian Pharma face. The differentiating factor was that their "people operations" team (HR) has applied the Google Way (data analytics) to management analysis and developed a manifesto entitled Eight Habits of Highly Effective Google Managers.
In the organisational context, LEADERSHIP appears more glamorous than the word MANAGEMENT. When it comes to a team whether small or large, we need to realise that the first requirement is to be an effective manager and then a leader.
Why so?
First and foremost, Managers are responsible for making sure that things are done properly. And while leaders may bring us vision, inspiration and challenge, these things count for nothing without the efficient implementation brought about by good management.
To be a great manager, you must have an extensive set of skills, both hard and soft – from planning and delegation to communication and motivation.
The skill set is so wide, and hence, for your long-term success, it's wise to analyse your skills in all areas of management – and then to challenge yourself to improve in all of these areas.
So, a fundamental question that is unasked, but lingers in the mind often is, Are managers really necessary?
For commercial organisations, profits are important. But it cannot be 'at any cost' and certainly not at the cost of human life. As healthcare providers helping to mitigate the pain and misery of millions of human beings, we need to remember that charity begins at home.