What is the Role of Digital Marketing in Indian Pharma Market?

  • One of the most important questions bothering Indian pharma executives nowadays is that why should pharma companies leverage digital engagement channels? Here are a few reasons why:
  • 1. Addressing “time-span” deficit: Engage with physicians using website, mobile applications, emails, etc. can help him seek information at his convenience, sometimes taking as less as 30 seconds at a time
  • 2. Addressing “attention-span” deficit: Increase the number of touch-points with physicians, allowing access to materials on any device at any time; studies shows these touch-points empower reps & grow sales by 20-40%
  • 3. Reduce “dependency” on personal relationships: Develop a direct relationship with physicians, beyond the personal rapport developed by sales representatives with the doctors to mitigate some of the attrition risk
  • 4. Reduce cost of engagement by adding virtual touch-points: Reduce cost of engagement per physician (between 15-30%2), by adding virtual touch-points which replace physical meetings to an extent
  • 5. Elevating the “messaging quality & consistency”: It is important that messaging over every device or by voice is consistent and up-to-date. It means back-office needs to be fully integrated and digital enables that
  • “As you go about creating new customer engagement programs & marketing packages for your brand, look for opportunities to give rather than to get. Whoever makes the first kind gesture, tends to gain the most"

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