If a business fails, it was an idea that didn’t work. If treatment fails – it must be a botch up. A broken gadget may be beyond repair, but not a patient in a doctor’s hands. From such ungraded expectations stems the potential for things to take an ugly turn. An unwanted profession dealing with an unwanted condition, namely Ill health: If possible, we would wish away death and diseases, hospitals and doctors. A hospital is not a holiday resort, but it too costs money. And the scenario of an adverse outcome like death simply becomes unacceptable.

Indian Pharma Market highlights for the month of October 2018, brought to you by AIOCD Pharma Softech Awacs.

To be able to measure the RoI on digital in pharma, it is necessary to understand customers as individuals and create newer segmentation based on these needs and interests. This calls for the NextGen RCPA of data collection and personalized communications that engage customers, based on which pharma must create customer experiences that matter to them. If your content does not scratch, where it itches the customers, digital or phygital, customers will not feel at home (comfortable, delighted, and wants more), which is what matters. Not a digital euphoria, which will soon die down as customers simply ignore it as they did when pharma launched a plethora of webinars.

“IQVIA is delighted to be associated for the fourth consecutive year as the main sponsor of Race for 7. While rare diseases, by virtue of their definition, affect relatively fewer number of patients, the overall number of rare disease patients is large enough to warrant more focused attention."

K. Hariram reports on the OPPI 50th Annual General Meeting held in Mumbai on October 21. The report also features photos from the conference. Other topics covered include the role of emotions in pharma marketing, the importance in preparing much before-hand for the next level of your pharma career and the concept of the "tipping point" and its relevance for pharma marketing.

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