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.

Articles by K. Hariram, Vivek Hattangadi, Hanno Wolfram, Soham Wagh and Amit Jain

COVID-19 has accelerated the shift in how pharma was engaging with HCPs, professional organisations and even patients in India from a sales to more of a scientific, unbiased and balanced marketing communications. As one of the business leader from a prominent MNC said, “For the first time we are seeing a certain shift in HCP’s preference for scientific communication for innovators companies. MSLs and scientific operation teams will be playing a key role in the near future.”

Catalyzed by the pandemic, the pharma industry quickly progressed from being digitally agnostic to a state of preparedness. The shift required the industry to experiment with technology in its customer-facing plans, which resulted in many cases the creation of random acts of digital, often without a cohesive overarching strategy. Can pharma do better? The answer lies in understanding the utility of their digital assets while building a mindset to transform, and ensuring that teams within the organization do not work at cross-purposes.

Articles by K. Hariram, Daxesh Patel, Gopal Kishore, Amit Jain, Sunil Bajaj and Vivek Hattangadi

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Introduction For decades, leaders and organizations have relied on the...

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