Diverse range of innovative approaches being adopted by pharma companies in India, demonstrating their commitment to enhancing customer engagement, improving patient outcomes and driving growth in a rapidly evolving market.
1. Digital Transformation: With the rise of digital technologies, pharma companies in India are leveraging innovative digital tools and platforms to enhance their sales and marketing efforts. This includes utilizing online portals, mobile apps and telemedicine solutions to connect with doctors, pharmacists, and patients. These digital platforms provide convenience, real-time information and improve engagement between pharmaceutical companies and their customers.
One example is Novartis India which has developed an online portal called "Novartis Insights," that provides healthcare professionals with access to clinical data, medical resources and product information. Another example is Sun Pharma which has launched a mobile app called "SUNmeetings" that allows doctors to access educational content, participate in webinars and connect with experts.
2. E-Detailing: Traditional in-person detailing by pharmaceutical representatives is being complemented and sometimes replaced by e-detailing. E-detailing involves the use of multimedia presentations, virtual meetings and interactive online platforms to engage with healthcare professionals remotely. This approach allows for personalized and targeted communication
One example is Pfizer which has launched a digital platform called "Pfizer ProConnect" that offers virtual detailing, live webinars and online learning resources. Another example is Abbott India, which has implemented an e-detailing program called "e-GURU" that provides healthcare professionals with product information, videos and interactive tools reducing travel costs and increasing efficiency in reaching a larger audience.
3. Data Analytics and AI: Pharmaceutical companies are increasingly utilizing data analytics and artificial intelligence (AI) to gain insights into customer behavior, market trends and sales performance. By analyzing vast amounts of data, companies can make data-driven decisions, optimize their sales strategies and identify new opportunities. AI-powered chatbots and virtual assistants are also being used to provide instant support to healthcare professionals and patients, improving customer service and engagement.
For example, Dr. Reddy's Laboratories has implemented a data analytics platform called "Decision Insights" that uses machine learning algorithms to analyze sales data and provide actionable insights. Another example is Glenmark Pharmaceuticals which has developed an AI-powered chatbot called "Glen" that provides instant support to healthcare professionals and patients.
4. Patient-centric Approaches: Pharma companies in India are adopting more patient-centric approaches to sales and marketing. This involves focusing on understanding patient needs, preferences and experiences to develop tailored solutions. By providing value-added services, patient support programs and educational resources, pharmaceutical companies aim to improve patient outcomes and build long-term relationships.
For example, Novo Nordisk has launched a patient support program, called "Changing Diabetes" that offers education, counselling and assistance to diabetes patients. Another example is Sanofi India which has developed a mobile app called "Sanofi MyDoseCoach" that provides personalized dosing information and reminders to patients.
5. Collaborations and Partnerships: Pharma companies are collaborating with technology start-ups, research institutions and healthcare providers to foster innovation in sales and marketing. These partnerships facilitate the development of new solutions such as digital therapeutics, remote monitoring devices and telehealth services which enhance the sales process and improve patient care.
One example is Lupin Limited which has partnered with an AI-powered healthcare platform, called "DoctorLink" to provide virtual consultations and remote monitoring services to patients. Another example is Cipla which has collaborated with the Indian Institute of Technology, Bombay, to develop a smart inhaler device for asthma patients.
Empowered medical representatives will give better efficiency in terms of prescriptions so as sales outcomes. Empowered reps mean better and specific information to better “in clinic performances”. While pharma companies have better resources now e.g. IMS or prescription habit or other data, Indian industry is yet to come out with better solution as compared to western reps where they have 100% specific information of prescription habit of doctors. Indian Pharma reps still depend on town specific IMS data or personal information collected by themselves from retailers called “RCPA” which still has element of shooting in the dark approach. This is my personal observation while developing Pharma Retailing Innovation, Offline: Online integrated B2C Business Model – “The Healthy Basket” where we encounter 10/15 reps daily.
Would appreciate if readers may contribute to solutions to above gap in Indian Pharma Industry.
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