The document discusses the critical need for the pharmaceutical industry to fully embrace digitalization as a core aspect of customer engagement, highlighting challenges such as under-investment in digital marketing. It emphasizes the importance of adapting a digital-first mindset, utilizing various digital tools, and integrating them into the business model to enhance customer interaction and operational efficiency. The urgency to act is underscored, warning that failure to adapt may result in being left behind as the industry rapidly shifts towards digital solutions.

1. Digitalization Opportunities in Challenges
Pharma Outlook 2020
S I E S C O M S A N N U A L C O R P O R AT E M A N AG E M E N T C O N C L AV E 2 017
ByRupaliKrishnaDigrajkar
MultichannelMarketing&CommunicationStrategist,DigitalizationThoughtLeader,
Digitization-CognitiveComputing,AI,BigData,IoTEnthusiast

3. Our customers increasingly live and interact in a digital world. The industry has been
dipping a toe in the digital waters, but now it’s time to take the plunge.

4. Expansion of Digital
Shaping Real World Action
Digitalization Opportunities in
Challenges | Pharma Outlook 2020
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5. The Pharma Digital Disconnect…

6. Today, Digital is at a core;
It is not a bolt-on to Traditional
Detailing and HCP Marketing
Digital should be the primary approach to customer engagement

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Challenges - Pharma 2020
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Let’s Discuss the Challenges First!

8. Digital Under-
investment
The biggest challenges
with the Digital Marketing
in Pharma are:

9. And now…
Finding Opportunities
in Challenges!

10. Focus on the Customer Applications

11. Build Digital into the Core Business

12. Engage Entire Business in the
Transformation Process

13. Move Quickly

14. Look Outside

15. Experiment, but scalably!

16. Start with the Leadership
I have the Power
I am pledged for
Digitalization

17. …And the Mindset Shift which is critically needed
among the Pharma Marketers… to adopt Digital!

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Challenges - Pharma 2020
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Challenges - Pharma 2020
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20. Design Thinking.
Customer Insight.
Brand Framing.

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Challenges - Pharma 2020
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22. MobileWeb Social MediaMedia Messaging
Traditional ad campaigns,
interactive television and
streaming media.
Bulk emails, Short Message
Service and Multimedia
Messaging Service.
Search engine
optimizations, adwords,
web sites, banner ads and
blogs.
SMS, MMS and mobile
phone apps and sites.
Social Media Optimisation
(SMO)
The Digital Tools
eDetailing
Online events
Email
SMS
Information sites
Customer services
eSampling
Information apps
Lifestyle apps
Communities of
interest
Networking
Video

23. The mHealth Ecosystem
Digitalization Opportunities &
Challenges - Pharma 2020
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ComplianceMonitoring ConsultationReference
Decision
Support
mPhysician mPatient
Disease
Management
Disease
Prevention
Patient-Physician Interface
Novartis Oncology Medical
Information provides health care
professionals with accurate,
succinct, and timely medical
information.
The Pfizer Oncology RSS
application has been developed
to support UK Healthcare
Professionals responsible for
the diagnosis and treatment of
metastatic renal cell carcinoma
(mRCC).
Sensors can capture data like
heart rate, physical activity,
body position, and other
logged events and the data
can then be sent via
Bluetooth to devices like the
iPhone or a computer for
merging with mHealth
applications.
‘Behaviour engineering’ apps
such as pill and dose
reminder apps.
Widespread availability of
smartphones and
improvements in wireless
network coverage permits
physicians to remotely
monitor patients and detect
evolving health
issues quickly and cheaply.

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Challenges - Pharma 2020
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Act Now or Get Left Behind!
Digital is changing every aspect of the way healthcare is
delivered, and pharma industry customers are transitioning
ever more quickly into the digital world.

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Challenges - Pharma 2020
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The race to win the battle for customer engagement in cyberspace has begun.
Those who embrace digital into the core of their engagement model will see increased
customer reach, lower costs, higher sales, and greater value creation.

26. Thank you.
 Write me at rupalik.d@gmail.com
 Connect with me on
 LinkedIn – Rupali Krishna https://www.linkedin.com/in/rupali-
krishna-370b2578/
 Twitter - @rupalikd
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Challenges - Pharma 2020
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