Seven ways that digital has changed pharma marketing
July 12, 2017 | Marketing, Multichannel
We often think about digital transformation as being something that is going to impact the industry rather than a process that is very much underway. While big changes are definitely just around the corner, it’s worth remembering how far that we’ve already come – and seeing what’s possible today.
Here are just seven ways that digital had already changed life science communication:
- Better measurements
In the past what mattered was the number of HCP visits. Today what matters is the quality of the HCP engagements, with digital used to provide value-adding services around products. - Increased HCP understanding
Before digital, little was known about what information HCPs actually wanted (only the rep knew). Today feedback from digital materials enables us to understand individual HCP needs – and then share that data throughout our organisation. - Personalised customer experiences
Previously, the same customer experience was provided to all HCPs. Now HCPs increasing get a tailored or even individualised experience as more is learned about how each person wants their information provided. - More channel opportunities
Customer-facing teams were the major (and often only) channel with which to engage HCPs. Not only are there many more channels now, but these are also changing how customer-facing staff themselves work – enabling them to orchestrate digital experiences for customers. - Greater agility
The previous incomplete market understanding meant that messages or services rarely changed because nobody knew when things weren’t working. Today data is driving agile processes that enable us to respond faster to market realities and do so at scale. - Increased patient knowledge
Not so long ago, people had very little information about their condition or the treatment options available. People can now access information 24-7 and engage in online communities to share knowledge and get the support that they need. - Real content flexibility
Before digital, content was pretty much fixed, which made materials often unresponsive to local needs. Today this is transformed. Content can be fully-flexible – empowering regions, countries, teams and even individuals to better meet HCP and patient needs.
Digital transformation at your speed
Digital transformation is happening now, though it’s worth remembering that each company will move at its own speed through this process.For example, many organisations are currently looking to ‘get going’ with multichannel by building on their existing e-detailing platforms. To show what can be done, Anthill has created an e-book ‘multichannel e-detailing’ that lays out the opportunities.
>> Download the full e-book
This content was provided by Anthill Agency