Ushering The Digital Pharma Marketing Revolution
While the pharma industry has taken centre stage in counteracting the impact of the virus, less pronounced has been the seismic impact on the routine, day-to-day operations of the industry. With a significant amount of time and resources being dedicated in battling the pandemic, every element of the pharma value chain - from manufacturing, to marketing, to distribution is realising the need to evolve to more digital ways of functioning.
Pharma companies in India have the potential to play a central role in the digital revolution of healthcare that being said, capturing this opportunity requires identifying the right initiatives. Leaders in the industry are well aware of the disruptive potential and are exploring a wide range of digital initiatives. Pharma companies in India have already begun switching to new technologies.
Alongside the pharma industry, HCPs (healthcare practitioners) too have undergone significant digital transformation of their own. They are ever-more willing to engage with new online mediums, as in person sales visits are being replaced by e-visits. Digital engagement technologies have unlocked a new world for pharma marketing and the exchange of health-related information. It is no wonder that digital will have a central role to play in ensuring that the pharma industry continues to function to the best of its abilities, providing both HCPs and patients with the essential support they need.
New Models Of Personalised Marketing
Covid-19 has swiftly changed priorities in the healthcare industry and companies are conscious of the fact that in a post Covid-19 world, pharma sales and marketing will use more of digital platforms and interactions. This change has led to an evolution of the marketing and medical function’s capabilities. Increasing emphasis is being given to the role of technology and new channels, like emails, remote calls, messaging, webinars and social networks available to enable new modes of CX (customer experience).
In the pursuit of personalisation, the requirement of customised content, especially the ‘digital assets’ numbers required are multiple fold from previous days. ‘Content is King’ gets all the more pronounced for digital marketing. So, the marketer of today needs to learn to methods to create differential channel wise differential offerings quickly.
While a digital strategy has been a part of organisational plans, we are now witnessing a move towards digital-only strategy, to survive and to communicate with intended audiences. The industry realising potential in setting up dialog with doctors and patients in a new way, one that goes from digitization to personalization. By creating targeted, value-driven branded content, brands can significantly improve CX across all touchpoints, thereby offering a superior level of customer and patient care.
Rise Of Consent-based Marketing
Invasive, one-way marketing content and messages have been turned out to be progressively ineffective. Permission-based marketing, or consent/e-permission helps build stronger relationships, as HCPs give their explicit consent to receive communication before any messages are sent to them. To give you an example, we began with an “approved email” strategy, and acquired consent from HCPs to reach out to them over email and other digital platforms. We also have numerous digital platforms to address different needs including reaching out and engaging HCPs and internal teams. These channels together, help marketing teams stay connected to the community and ecosystem seamlessly.
Welcoming The Digital Wave
Up until 2020, pharma had fallen behind other industries in its investment in digital marketing. The pandemic served as a wake-up call, leading to a change in outlook. Leaders have come to understand the potential of digital by looking at digital investment as a ‘growth-driver’ rather than a ‘cost-saver’.
We are experiencing this change with the rise and reach of platforms such as social media channels and AI-driven chatbots, along with the growing potential for automation and personalisation through AI driven interactions. A well-built digital strategy will pave the way for better communication channels, between patients, doctors, and pharmaceutical professionals, providing superior services and healthcare products.
Amidst all this transformation, there is an evolution of the medical rep’s role, which is now leaning towards orchestration, multi/omni channel capabilities, and an understanding of customer preferences. We believe that digital initiatives will keep pharma companies’ connection with HCPs strong, however, face-to-face interactions with HCPs will still retain relevance in future. The field force will need to be upskilled to be able to engage with doctors in a new mix of virtual + face-to-face format.
Digital is no longer viewed as an enabler, but an essential and integral part of the business model. This sudden disruption has demonstrated that only companies which are able to pivot to innovative ways of working, will emerge successful. The digital medium is also expanding platforms for information, interactions, awareness, and solutions about healthcare. As a result, a pool of better-informed patients and better- networked doctors will emerge.
