The Shape of Things to Come From Legacy to Digitimacy
Respond to the demanding challenges of the pharma industry with an effective omnichannel strategy.
Moving from Legacy to Patient-Intimate Digital Marketing
The COVID-19 pandemic has forced the pharmaceutical industry to restructure not only their customer engagement strategies, but also the way of measuring the results. Therefore, some companies are really struggling to establish meaningful KPIs for the “new” digital channels they have been implementing. Pharmaceuticals should turn these disruptive times into an opportunity for hyper-acceleration and re-inventing themselves to become stronger
“Digital for many companies used to be the cherry on the cake – but during last COVID-19 episode it actually became the cake.”
Peter Hinssen. Ceo Nexxworks
Reinventing the Value of Commercial Medical Representatives
Restrictions during the period of social distancing make remote engagement solutions urgent. Life sciences companies are looking for alternative channels to meet with HCP stakeholders and optimize HCP interactions with a convenient, flexible and compliant virtual solution. Doctors are increasingly closing their doors to traditional sales reps while those working for hospital groups have further restricted access to these sought-after professionals.
There are five key hurdles to progress; beyond compliance issues, organisations don’t believe they have the skills, the people or the overarching digital strategy to succeed. And they don’t know how to measure the return. These challenges are driving a widespread reluctance to invest more in MCM. multichannel success is not about tools and technologies – it’s about insight, planning, methodology and measurement. And it’s not about moment-in-time decision-making, it’s about having the awareness, agility and ability to continually monitor the flight path – and re-route as conditions change.
Source: BCG Analysis
While HCPs are turning away from in-person meetings with sales reps a midst the COVID-19 pandemic, there are still strategies for them to keep their pipelines full. Not surprisingly, other B2B industries have already added digital in a much more strategic role, such as omnichannel engagement excellence. Pharmaceuticals is still lagging behind. Digital not only allows companies to reach customers with speed and scale, it enables them to personalize content and build customer experiences that drive loyalty.
Rising Need for Digital Acumen across the Pharmaceutical Companies’ Employees
The behavior of the patient changes and the pharmaceutical industry has responded. Now, with digital at the forefront of its strategy, innovative practices are helping to enhance healthcare.
As patients demand faster and easier access to healthcare services the advent of IoT can be used to help the sector change and adopt. An example of that is the transformation of manufacturing and supply processes, which in turn has improved issues in quality control. Drug packaging is now having tags that monitor temperature, ensuring the products retain their integrity and quality during transit.
Electronic Health Records
The paper chart at the end of a patient’s bed will soon be a memory. There are multiple benefits from the use of electronic health records (EHR) instead, as the digital version provides instant updates, security, and better data organization. Digital records streamline the information sharing when patients move between different hospitals and when several doctors are involved.
Wearable technology gives the patients more responsibility in looking out for their own health as it allows real-time monitoring of symptoms or vitals and provides status reports or reminders so that both patients and medical staff stay informed.
Health apps, such as Livingo, use advanced analytics to create personalized experiences on technology that didn’t exist three years ago. Using a ‘whole person’ approach Livongo offers patients care using digital technology to help people manage conditions e.g. using an iPhone fitted with a cellular chip to keep track of sugar levels in diabetes patients.