Adopting Digital and Social Media in Indian Pharma

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This document discusses the changing digital landscape and its implications for doctors, patients, and medical representatives. It notes that digital experiences are now configurable, immersive, thought-provoking, and relevant. It states that doctors want specialized information, patients want tailored information, and reps want doctor and learning needs-specific information. However, in the digital world there is also information overload. The document argues that for medical reps to be effective in this environment, they need to become "digital collaborators," serving as information editors and technology partners for doctors. It provides examples of Novartis empowering reps through digital strategies and the challenges of shifting to more interactive and decentralized models of information sharing.

The Medical Rep as
Digital Collaborator
Anup Soans

What are the Important Characteristics
of the Digital World?

Experiences that are: CONFIGURABLE
Choose your
car color
Select your
wheels

Experiences that are: IMMERSIVE (NOT STATIC)
Games like Age of
Empires and Second
Life allow users to
interact with their
digital environment

Experiences that are: THOUGHT-PROVOKING
Everyone can view
and discuss what KOLs
are talking about

Experiences that are: RELEVANT
Google throws up
information specific to
your location –
generic is no longer
acceptable!

What do these
characteristics
mean for
Doctors,
Patients and
Medical Reps

PERSONALIZATION EXPERIENCE
vs READ
BUY NOW
MULTISCREEN
REALITY
WIFM?
FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS

Doctors want
information that is
specific to their
practice
Patients want
information
tailored to their
condition
Medical Reps want
information specific to
their Doctor-pool +
L&D needs

1 minute of Internet:
240 million emails
4M Google search
2.5M Facebook shares
48K app downloads
72 hours new videos

What Do Doctors, Patients & Reps Hear?
Noise or Voice?

Doctors are frequent users of the internet
Digital Trends in India
Source: Via Media Health

75,000Medical Practitioners on LinkedIn
( i.e 10% of all docs in India)
Source: Via Media Health

On Facebook
Ninety Thousand Indians use
Dr. in their Name.
In Profiles, 2,35,000 Indians
displayed MBBS as their
graduation degree.
Number of Indians with interest
of Cardiology- 40,000
Source: Via Media Health

72% of Indian HCPs are Frequent Internet
Users (but do not necessarily know
where to get the best information)

Information
Overload
+
Technology
Savvy
Doctors
=
Opportunity
for Medical
Reps

Information Editor +
Technology Partner =
Digital Collaborator
Anup Soans

Novartis: Putting the Rep at the Center of Digital
Strategy
Digital Pharmaceutical Company of the Year
2014 at the PM Society Digital Media Awards
Case Study 1

“Digital is a revolution and we need to build a culture
rather than focusing too much on various apps and
gimmicks. Minimize the divide between health
professionals and patients. ”
- Sanjiv Navangul, Managing Director, Janssen India

My talk during the Digital4 Pharma conference, July 2016 in Greece. My talk described the digital transformation of Takeda with our vision and how Takeda Pharmaceutical explore initiatives and trends in order to provide better services to healthcare professionals. Virtual Reality was one of the experiments which Takeda Hellas implemented in the framework of digital new way of thinking. Key findings are cross-functional collaboration, focus on the objectives and needs of our HCPs. Conclusion: if we benefit from the combination of the technology and traditional marketing aspects then the results will be a good mix of creative and quality actions .

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Dr Neelesh Bhandari

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The New Rules Of Doctor Engagement in the New Normal 2020, which could very well be the year of the coronavirus, has been witnessing drastic disruptions with enforced lockdowns, social distancing, new patient demands and healthcare systems put under extraordinary pressures. The pandemic has worsened the pharma market in India and is expected to lead the country towards a major slowdown. Challenges that have arised > Doctors not ready to meet MRs > No physical events possible > Virtual events doesn't give FaceTime with doctors #DIGITALMARKETING #PHARMAMARKETING #DOCTORMARKETING #HOSPITALMARKETING #HEALTHCAREMARKETING #RELEVANTINTERACTIONS

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