The digital age and the advance of AI have created a temptation to push communications to the furthest realms of personalisation, but that quest could also lure campaigns to the dark side of the moon where messaging passes into shadow.
Products promising stratospheric results on the back of space-age connectivity with healthcare professionals (HCPs) and patients are being counted down seemingly every day, but a launch pad pause may be advisable to ensure the enterprise does not stray from an achievable orbit.
R&D breakthroughs are reaching unprecedented treatment trajectories but the need to stay in tune, and dialogue, with mission control is more essential than ever. Pressing the digital button is not a passport to new worlds and research has shown that 65% of senior clinicians in the UK, Europe and the US have stopped engaging with pharma companies because of poor digital delivery.
The Value Gap research by Graphite report concluded that ‘the path forward is not more digital – it is more meaningful digital’.
Read the article in full here.