This document discusses digital strategies in the pharmaceutical industry. It covers how digital technologies have evolved in areas like research and development, manufacturing and supply chains, marketing and sales, and health service delivery. Some key points include: digital technologies can help reduce drug development costs and time through tools like biochips and e-clinical trials; ERP systems and real-time solutions help optimize manufacturing and supply chain operations; e-detailing and e-CRM allow more effective marketing and sales; and e-prescribing, telemedicine, and disease management strategies help improve health service delivery and reduce costs. The conclusion is that digital strategies will be crucial for future success in the pharmaceutical industry.

1. DIGITAL STRATEGIES
IN PHARMACEUTICAL INDUSTRY
BY:
Meghavi Mehta- 03

2. INTRODUCTION
• The Digital Technology has been evolved in
pharmaceutical industry in less than a decade.
• The companies have invested in e-business
structures but none of them have transformed
completely into a virtual or e-driven
company.
• Digital innovations & e-business in the
pharmaceutical industry will help in
managing, planning, developing &
implementing the e-strategies to the same.
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3. PURPOSE OF STUDY
1. To understand about the e-business.
2. To know why a Pharmaceutical
Industry should invest in digital
technologies.
3. To learn about implementation of
Digitalization over Traditional
Method.
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4. RESEARCH & DEVELOPMENT
DIGITAL STRATEGIES IN
4

5. E- R&D
Personalized
medicine
E-Clinical
Trials
Research
&
Development
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6. R & D
• Today, cost of drug development is over USD
1.5 billion compared to that of in 1970’s that
is USD 135 million.
• There is almost a 10 fold increase in the cost
because of various economic, technical &
regulatory challenges faced by the drugs in
pipeline.
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7. E - R&D
• As genomics has advanced, more & more companies
are dependent on the IT solutions for processing,
storing, and analyzing massive amounts of data.
• Biochip- It is a silicon chip containing millions of
artificial gene fragments bonded to its surface &
allows rapid genetic profiling on analysis.
• Biochip used to isolate genes that are active in a
diseased gene.
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8. E - R&D Continued..
• A study by Boston Consulting Group predicts
that the cost of R & D may increase in initial
stage but eventually the cost will reduce & so
will the time to develop the drug. They
estimated that it will save $300million & 2
years per drug as a result of combined
biotechnology & digital technologies.
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9. Personalized Medicines
• Its fundamental principle is to develop “the
right drug for the right person at the right
dose”.
• GSK is already developing genetic tests that
will identify people likely to suffer adverse
reactions to their drugs, and AstraZeneca is
collaborating with the genetic analysis
company Orchid Biosciences to create more
personalized drugs.
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10. E-Clinical Trials
• Clinical trials aim to establish the safety and efficacy
of a new drug in humans.
• Pharmaceutical companies have begun to use web for
the recruitment of patients also manage patient
information & identify risk factors.
• Electronic Data Capture (EDC) is the collection of
clinical trial data from most of the sites & it is prime
application of Internet usage.
• Companies have also reported decrease in time of
development by 40% with the usage of the e-clinical
trial system.
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11. MANUFACTURE & SUPPLY CHAIN
DIGITAL STRATEGIES IN
11

12. ERP
R(x)eal
Time
Manufacture
&
Supply Chain
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13. Manufacture & Supply Chain
• The biomedical products need excellent safety
profile, thus pharmaceutical manufacturing &
supply chain unit is highly regulated.
• As we enter the age of personalized medicine,
companies will have to manufacture small
batches of customized medicine & one of the
requirements of it would be a highly flexible
manufacturing plant unit.
• Supply chains are becoming transparent
through the usage of tools such as supply
chain management software and digital
marketplaces.
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14. ERP-Enterprise Resource
Planning
• Its purpose is to facilitate the flow of information
between all business functions inside the
boundaries of the organization & manage the
connections to outside stakeholders.
• ERP has many benefits, to mention few –
reduction of overall inventory by almost 30%,
reduction of product delivery time, reduction in
no. of employees or human resource required,
reduction of time of payment, increased
profitability & reducing the risk of losing
sensitive data.
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15. R(x)eal Time
• IT solution to speed up transactions across the
manufacturing component of the
pharmaceutical value chain.
• Its pharmacy data service, R(x)eal Time, is
updated online every ten minutes, and annual
aggregated data from almost one billion filled
prescriptions is used to provide custom
reports revealing prescription drug use trends.
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16. MARKETING & SALES
DIGITAL STRATEGIES IN
16

17. E-Detailing
E-CRM
Marketing
&
Sales
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18. Marketing & Sales
• Over the past 20 years, creating a demand for
a new drug has been a function of sales force
where the company uses them to influence
physicians, pharmacy stores & hospitals to
prescribe the drug.
• The attractiveness of digital technologies in
pharmaceutical sales and marketing does not
only relate to the cost-saving virtues, but
more importantly to a range of opportunities
that the Internet especially presents.
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19. E-Detailing
• The term ‘detailing’ is generally used to describe
the sales representative drug promotion process.
• E-detailing is best defines as digitally enabled
interaction channels between the
pharmaceutical companies & doctors.
• E-detailing consists of different interaction
levels ranging from simple web-based for
promotional material; to virtual e-detailing
where sales representatives are available for
discussion via the Internet or telephone; to
video detailing, where physicians interact with
sales representatives in real time.
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20. 20

21. E-Customer relationship
management
• Customer Relationship Management (CRM) is
a model for managing company’s current &
future customers.
• E-CRM systems can improve the
organization’s ability to promote its brands,
run Web-based promotional campaigns, track
and convert leads into sales & understand its
customer base.
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22. HEALTH SERVICE DELIVERY
DIGITAL STRATEGIES IN
22

23. E-Prescribing
E-Pharmacy
E-Disease
Management
Strategy
Telemedicine
Health
Service
Delivery
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24. Health Service Delivery
• As the complexities of the formulation will
increase & cost containment becomes a
concern, physicians will be dependent more
on the prescription guidelines, & products
would need support services for a complete
solution.
• This support services would be provided
through digital technologies such as e-
prescribing, telemedicine and medical record
management.
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25. E-Prescribing & E-Pharmacies
• E-prescribing is the paperless management of
the prescription process where a physician
enters the medication name, dosage and
patient instruction using a PC and this
information is automatically transferred to the
pharmacist.
• E-pharmacies take electronic orders (e-
prescriptions directly from physicians or
transmitted via the patient) and deliver the
drug to the patient or provider.
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26. 26

27. E-Disease Management
Strategy
• Disease management is an ongoing management
over ‘disease lifestyle’ of chronic diseases as
asthma, diabetes & hypertension.
• The goal of e-disease management is to offer
continual rather than episodic care, thereby
maximizing the quality of life and, through
monitoring, prevention and early intervention,
minimizing healthcare expenditure.
• The best-known example is the public–private
collaboration between Florida’s Agency for
Health Care Administration (FAHCA) and Pfizer.
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28. Telemedicine
• Telemedicine is the provision of health services
and the exchange of health information over
barriers such as distance and time.
• The ability to monitor, diagnose, inform and
treat remotely can save lives and may, in
certain cases, reduce the cost of treatment and
improve the quality of care.
• MyDoc.com, an Indianapolis-based subsidiary
of Roche Diagnostics, is offering 24-hour
online diagnosis and treatment from a
physician in 15–20 minutes.
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29. 29
A doctor using technology to demonstrate a stroke
telemedicine technology.

30. Conclusion
• The future success of ‘e-pharma’ is based on
effective use of digital technologies. And it is
believed that Internet will move into
mainstream pharmaceutical operations.
• The modest goal of integrating digital
technology into the pharmaceutical industry
is well on the road to attainment; the next step
is realizing the full potential of digital
strategies.
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31. RECOMMENDATIONS
• Companies must focus on promoting creativity
& flexibility in the working process & the
environment.
• As e-pharmaceuticals often require the
integration of the work flow of many
departments, the structure of IT management
within organizations needs to be adapted.
• The companies should employ cross-functional
team approach, bringing together scientists,
supply chain experts, marketers and IT
professionals to create new solutions at each
stage of the value chain.
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32. REFRENCES
• WEBSITES
http://www.ifpma.org/fileadmin/content/Publication/2013/IFPMA_Fa
cts_And_Figures_2012_LowResSinglePage.pdf - Figure 1 – Accessed
on 12/3/14 -3:25 PM
• http://basecase.com/articles/e-detailing-in-pharmaceuticals/ -
Accessed on 30/3/14 – 5:00 PM
• http://www.tapanray.in/e-detailing-the-future-of-pharmaceutical-
sales/ - Accessed on 30/3/14 – 5:30PM
• http://home.earthlink.net/~johnkirkley/sitebuildercontent/sitebuilderf
iles/mindspanecrm.pdf - Accessed on 25/3/14 – 9:30 PM
• http://web.efzg.hr/dok/INF/Spremic/ERP-PLIVA-Case-Study-
FINAL.pdf - Accessed on 26/3/14 – 11:15 PM
• BOOK
Digital Strategies in Pharmaceutical Industry – Leonard Lerer & Mike
Piper, Palgrave Macmillan
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33. THANK YOU!!!
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