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How and why Indian pharma needs to engage with the new millenial doctors and patients

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Times are changing, and Indian pharma companies need to leverage digital technology if they want to remain relevant. The mantra to success needs to be a single minded focus on answering the question - How can we help doctors to take better care of their patients. I made this presentation to Sanofi on their Marketing Day

Published in: Health & Medicine
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How and why Indian pharma needs to engage with the new millenial doctors and patients

  1. 1. 5th Edition – Paris -- June 4-5, 2015
  2. 2. 5th Edition – Paris -- June 4-5, 2015 IVF Specialist Information Therapist Angel Investor
  3. 3. 5th Edition – Paris -- June 4-5, 2015
  4. 4. 5th Edition – Paris -- June 4-5, 2015
  5. 5. Today’s Health CareToday’s Health Care SystemSystem Patient Health Insurance Government Information Overload Media The Physician
  6. 6. 5th Edition – Paris -- June 4-5, 2015  Unfortunately, while doctors are quite eager to discuss medicine, most are unwilling to talk about the nuts and bolts of practise management  Don’t want to enrich the competition by giving away their “trade secrets” !  We can learn together and help each other
  7. 7. 5th Edition – Paris -- June 4-5, 2015  Too many patients- not enough doctors  No trust in the system  Pharma seen to be greedy  Medical profession seen to be corrupt  Media loves doctor bashing  Violence against doctors  Government regulations
  8. 8. 5th Edition – Paris -- June 4-5, 2015
  9. 9. 5th Edition – Paris -- June 4-5, 2015  Products + services = solutions  How do we leverage Digital health Technology to reach out  Apps ?  Patient portals ?  Wearables ?  IOT ?  High tech plus high touch !
  10. 10. 5th Edition – Paris -- June 4-5, 2015  Regulatory hurdles  Not a core competence  Corporate inertia  Prove ROI ?  How do you scale up ?
  11. 11. 5th Edition – Paris -- June 4-5, 2015  Marketing  Communications  Customer service  Corporate social responsibility  Who will pay ?
  12. 12. 5th Edition – Paris -- June 4-5, 2015  Innovate and experiment  Skunkwork teams – take risks and allow them to fail.  Test. Learn. Repeat  Leverage partnerships  Tap into early adopters – the millenial digital doctors  Learn from Healthcare startups
  13. 13. 5th Edition – Paris -- June 4-5, 2015  Just a buzzword ?  Patient-centric” doesn't mean selling more product – it means answering a patient's needs above your own.
  14. 14. 5th Edition – Paris -- June 4-5, 2015  We try never to forget that medicine is for the people. It is not for the profits. The profits follow, and if we have remembered that, they have never failed to appear. The better we have remembered it, the larger they have been. — George W(ilhelm) Merck  Address to the Medical College of Virginia, Richmond (1 Dec 1950).
  15. 15. 5th Edition – Paris -- June 4-5, 2015  Startups are changing the healthcare ecosystem  Disruption because they are nimble and lean  Challenge the status quo !
  16. 16. 5th Edition – Paris -- June 4-5, 2015  Go to where your customers are !  Social media provides great insights into what people are thinking, feeling and discussing
  17. 17. 5th Edition – Paris -- June 4-5, 2015  Amplifies the doctor’s impact and reach  Virtual worlds  Wisdom of the crowd  Push and pull – on your mobile  24/7 convenience  Sermo  Docplexus  Curofy  Dailyrounds
  18. 18. 5th Edition – Paris -- June 4-5, 2015  Feel safer  Professional community  A chance to discuss professional issues in confidence  An opportunity to vent
  19. 19. 5th Edition – Paris -- June 4-5, 2015  CME – polish their medical knowledgebase  Keep upto date with medical advances  Networking with friends and colleagues  Stumped by difficult patients – need help from other doctors  Chance to share your knowledge and display your expertise  Become a thought leader
  20. 20. 5th Edition – Paris -- June 4-5, 2015  Complementary skills – marry the best of both worlds !  Pharma + healthcare startups = winning combination !  Great way to get feedback online from lots of doctors
  21. 21. 5th Edition – Paris -- June 4-5, 2015  Help patients get better medical care by  Promoting SelfCare , so they can do as much for themselves as they can  Helping them with Evidence-Based Guidelines , so they can ask for the right medical treatment that they need – no more and no less  Helping them with Veto Power, so they can say No to medical care they don’t need
  22. 22. 5th Edition – Paris -- June 4-5, 2015
  23. 23. 5th Edition – Paris -- June 4-5, 2015  BHAG  Every doctor should have their own website  Valuable digital real estate - direct source of referrals  Online reputation management  Openness, trust and tranparency  Local language
  24. 24. 5th Edition – Paris -- June 4-5, 2015
  25. 25. 5th Edition – Paris -- June 4-5, 2015
  26. 26. 5th Edition – Paris -- June 4-5, 2015  For doctors  Patient acquisition – direct source of referrals  Create patient educational materials - spend once, use often  Saves administrative hassles  No phone tag – email has a much better signal to noise ratio  Become patient centric and empathetic
  27. 27. 5th Edition – Paris -- June 4-5, 2015  For patients  Doctor is available and accessible  Can doctor shop from home  Get second opinions  Trusted voice  Local language  Transparency and openness creates trust
  28. 28. 5th Edition – Paris -- June 4-5, 2015
  29. 29. 5th Edition – Paris -- June 4-5, 2015
  30. 30. 5th Edition – Paris -- June 4-5, 2015
  31. 31. 5th Edition – Paris -- June 4-5, 2015
  32. 32. 5th Edition – Paris -- June 4-5, 2015
  33. 33. 5th Edition – Paris -- June 4-5, 2015
  34. 34. 5th Edition – Paris -- June 4-5, 2015
  35. 35. 5th Edition – Paris -- June 4-5, 2015
  36. 36. 5th Edition – Paris -- June 4-5, 2015
  37. 37. 5th Edition – Paris -- June 4-5, 2015
  38. 38. 5th Edition – Paris -- June 4-5, 2015
  39. 39. 5th Edition – Paris -- June 4-5, 2015  Bought in bulk by by pharma companies  Customised for each individual doctor  Everyone benefits – pharma company, doctor and patient !
  40. 40. 5th Edition – Paris -- June 4-5, 2015
  41. 41. 5th Edition – Paris -- June 4-5, 2015
  42. 42. 5th Edition – Paris -- June 4-5, 2015
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  45. 45. 5th Edition – Paris -- June 4-5, 2015
  46. 46. 5th Edition – Paris -- June 4-5, 2015 Patients are the practise – everything else is just paper work !

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