The world is changing, and new
innovations are taking over almost every sector by storm, inclusive of the
pharmaceutical industry. From AI (Artificial Intelligence) to automated machine
systems, the world has seen technological advancements like interactive
responsive UIs, premium management systems, e-detailing, and various other
technical developments during recent years.
Holding on tight to the
technological advancements, pharma marketing is also shifting gears. Let's have
a look at some of the latest trends which pharmaceutical marketers should be
aware of:
§ Mixing up different channels: A
smart and calculative move
The lightning speed of digital
communications cannot be ignored. Today, a majority of customers have access to
digital media, and they are willing to and able to have a command over their
digital experiences. With the rapidly evolving technology, there is an
increasing expectation to satisfy the queries of the normal customer.
Physicians, understanding the
gravity of the situation, have shifted long back to the patient-centric
mechanism. The pharma industry is trying to keep up the pace with them. With
the pool of information on the web, we are exposed to more relevant digital
solutions that the pharma companies can get into, such as, live videos,
interactive sessions, e-sampling, etc. The use of multiple channels is
increasing, and the multi-channel resources will reach new heights in no time.
§ Everything
mobile!
The
smartphone era has hooked everyone to the 6-inch gadget. We have already seen a
huge paradigm shift towards mobile technology by the pharma companies,
irrespective of their size. Majority of the physicians are now able to access
medical information on their smartphones, 24*7. This has made their task easier
and they’re now able to focus on other complex tasks in a better way.
Tech-savvy people are the time-saving people today.
This
is just the tip of the iceberg, a lot more evolution still awaits the pharma
sector. The gen-next technologies and many advance futuristic devices are the
future of the pharma industry. Richer and fulfilling customer experiences are
to be generated by excellent pharma services with the help of technology on
online platforms.
§ No
way it is moving ahead without AI (Artificial Intelligence) & ML (Machine
Learning)
ML,
AI, and Big Data; these all are connected to each other and are changing the
face of pharma industry today. More and more physicians hunt for a complicated,
developed and high-quality real-time set of data with additional
interactivities. As a result of this, the quest today is to make the data
authentic and updated.
Pharma
marketers are going to have a hard time trying to figure out how to efficiently
mix content with AI. ML & AI have a huge influence on the pharma industry’s
future, and it aids with saving costs, monitoring and controlling patient’s
journey and make strides with machine functions from any corner of the globe,
without human intervention.
Speculations
are that AI & ML will be revealing the individual preferences, there is a
need to make sure that the pharma marketers are able to relay proper and
required information to the customers, timely.
One
thing that is to be kept in mind is that machines can never replace humans. The
empathy and level of understanding of human emotions that a human can possess,
machines can never. The field of life sciences requires a deep understanding of
human emotions, needs and wants, which no technology can understand better than
humans themselves. So, the human touch to the solutions should never be ignored
by the pharma industry.
There
are and will be many challenges faced by the industry on various fronts and
technology solely cannot be the solution for each challenge. A proper mix of
technology and the human element is required. The strategic thinking
capabilities of the human mind still stands out. So, the trend might include
AI, ML and other technologies, personalized multi-channel marketing which is
value-driven will still matter the most.
Trust
and transparency are the two factors that will lead to a successful combination
of technology and humans. Envisioned data and 24*7 updated care will be the
pattern all over the industry.
§ The
introduction of IoT (Internet of Things)
IoT
or Internet of Things coincides with the internal network of devices that are
installed with sensors, network connectivity and electronics, etc. These grease
the wheels of connectivity and exchanging of data in real-time.
Considering
the practicability of IoT, it is seen as the factor that will remodel the
pharma industry by allowing and automating remote supervision of patients, drug
discoveries and many more tasks. The combination of IoT with the increased
penetration of digitalized data in the pharma industry has opened gates to
various opportunities.
The
journey has been from Big data to IoT and edge computing. The data can now be
processed not just in cloud storage, but within an IoT device. Various tiny
gadgets will be capable of processing vast information in real-time, on their
own. Edge computing is paving the way towards a changed way of working of the
pharma industry.
§ Dynamic
approach with social media
The
power of social media and content cannot be overlooked, pharma companies should
not consider them just as add-ons. There is a need to discard old marketing
beliefs and keep up with the trends. Social media platforms can prove to a
great place for pharma companies to strengthen their bond with customers. They
can target their niche audience all across the globe and deliver them what they
are seeking and what they as a pharma company are offering, at a time when they
need it the most.
The
power of content is such that people will instantly believe what they read; it
doesn’t matter whether the content is authenticated or medically proven. So,
there is a high need for regulated online content.
As
per the recent FDA regulations and various restrictions, pharma is not eligible
to plainly be a part of any conversation. Because of this, mostly the
information available can be inaccurate and adverse.
The advancements in technology have
been a great deal for the pharma sector. While there are several benefits associated
with the recent technological changes and trends, the human factor still cannot
be avoided. For this is truth that machines and artificial intelligence can
never replace humans and their thinking and critical abilities, the mix and
match of both is going to be the most successful combination for the pharma
industry.
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