Pharmaceutical companies must contend with challenges from supply chain lapses (theft, diversion, S.O.P. deviations, product recalls, reverse logistics etc.) counterfeiting and stringent regulations. These challenges get compounded when dealing across the states and country business operations, besides that not only impact tangible profits but also the intangible brand credibility. In this context, there is also a credible increase in public awareness about the genuineness of medicine (in particular medicine that require cold chain) and their predictability of clinical outcomes. Providing visibility and full traceability becomes a paramount importance to both the Industry and the Govt. – A fool proof solution not only brings transparency in the system, but can also be a key differentiator, and undoubtedly can create immense opportunities for a competitive advantage.

Marketers often think that everything is new in the digital world. They have simply forgotten the first principle, which is to serve the customers – to have a customer-centric view and not a product-centric one.

2020 has been a challenging year for all industries. For pharma and its HCP customers even more so. All eyes are on the companies developing vaccines and drugs for treatment of COVID-19, while doctors have closed their doors for pharma reps. Long established processes have been disrupted and complex market strategies have been rendered useless. Each pharma no matter big or small, innovative, or generic, had to improvise and come up with contingency plans to save the year. Some have been slower waiting for the old ways to come back, others have been more agile experimenting with digital and expanding boundaries, most are in the middle digitally curious but not risking too much.

It’s very common for a pharma professional having neighbors, friends and relatives to engage in conversation over medicines. One such conversation – a pleasant surprise – which intrigued me to dig deep into internet dynamics was one with the local roadside Sabziwali.

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