We are Digitized! And the 4 Es hold the key to understanding the dynamics of this digitalengagement of pharmaceuticals with patients and HCPs.
The web is the Enabler.
Patients and HCPs are Empowered.
They are Engaging and their Experience drives selection of treatment.With the Indian Pharma Digital Health Report 2015 edition, we have strived to provide a bird’seye view of the way Indian Pharmaceuticals are approaching and gauging the digitalplayground. At this juncture in the Indian pharmaceuticals industry, where it is on a growthspree, it is imperative for them to reexamine their strategies for approaching all consumer sets;from sales force, to HCP’s, to patients and beyond.
Out of 40 companies surveyed, only 9 companies managed a score above 50 over a scale of100 points. This shows the reluctance of Indian pharmaceuticals to effectively engage with theirstakeholders on the digital platform.
An interesting pattern emerged from our analysis, which is Presence vs. Engagement. Toexplain it further, a lot of pharmaceutical companies are present on the web across platforms,but the level of engagement is very low. There is also the habit of initiating and abandoning theplatform midway, or selectively utilizing the medium, as and when the need arises.
However if we were to look at the receiver of these communications; patients and HCPs, theyare exhibiting an expectations market now. While conducting our primary research with doctors,patients and caregivers, we were frequently exposed to the issue of non-availability of Indiaspecific information, or even diseases specific trustworthy information online. The mobiledevices are increasingly becoming first source of information search, with Google searchesleading the pack of healthcare information searches in India, the end result of these searchesleads to international websites only.
This is a clear opportunity laid out by the population to the pharmaceutical and healthcareindustry, and Indian companies cannot afford to loose out anymore. Surprisingly, most of theirglobal counterparts are showcasing some really great work in both B2B and B2Ccommunications.
With the Indian Pharma Digital Health report, we have aimed to identify the gaps and helppharmaceutical companies map out a roadmap for their digital journey. While some companieshave showcased good acceleration on the digital highway, a significant chunk is still sitting inthe learner’s seat.
The web permeates every aspect of people’s lives now, from life to work, digital is transformingthe way people deal with information. The consolidation of the World Wide Web, social mediaand omnipresent mobile device access has inalterably redrawn the contours of consumer empowerment. This tectonic shift has impacted the interaction style of Healthcare professionalsand pharmaceutical companies in a big way. The pressure to digitize is building up everyminute, with more and more people accessing the digital playfield, and the time for pharma to go Digital is NOW!
The complete Indian Pharma Digital Health report 2015 can be downloaded at