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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.
Will Omicron Wave be a Repeat Rx for Indian Pharma?
How had Indian Pharma responded to the challenges brought on by the Covid19 crisis and the inability to connect with doctors and other Rx influencers?
Is it back to business-as-usual or have some companies learned from their mistakes and become digital savvy?
How will Indian Pharma cope with the possibility of another lockdown and meeting restrictions looming in view of the rising Omicron wave?
You can Lead People
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Creating A Winning Sales Organisation – Workshop Announcement
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Digital Noise to Digital Voice – A 4-Module Workshop for Pharma People
https://www.youtube.com/watch?v=BOO_CNxEzwQ
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Don’t Do Digital for the Sake of Doing Digital
Catalyzed by the pandemic, the pharma industry quickly progressed from being digitally agnostic to a state of preparedness.
The shift required the industry to experiment with technology in its customer-facing plans, which resulted in many cases the creation of random acts of digital, often without a cohesive overarching strategy.
Can pharma do better? The answer lies in understanding the utility of their digital assets while building a mindset to transform, and ensuring that teams within the organization do not work at cross-purposes.
DigiStorm 2018: Intent, Content, Strategy and Skills
The pharma industry in India is entering a very interesting variant of the post-digital marketing era. The term “post-digital marketing” is used to depict a state where the lines between physical and digital blur considerably for a customer. However, in the context of pharma, this means a state where the industry has stopped questioning the need for digital and has begun to implement very interesting digital marketing initiatives.
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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
How Trump’s Tariff War Could Affect India’s Top 25 Pharma Companies
April 14, 2025
India’s pharmaceutical industry, a global powerhouse, sends...
Rx 2024 – Top 25 Drugs by Sales, Growth & Market Trends
The pharmaceutical market in 2024 saw major shifts driven...
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KKR's Investments in India's Medical Devices Market: Strategic Implications...
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