#DigiSights India 2015: Why And How Of Digital In Pharma Marketing Part 2

Part 2 of Live coverage of #DigiSights India 2015 - an event on the how and why of digital in Pharma Marketing organized by MediaMedic

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Social learning through digital medium

Digital is right now in the transformation stage, said Sunder Ramachandran from Pfizer, right after the much needed heavy lunch session. Calling himself a practitioner, he said he would talk about “Social Learning through the Digital medium.”

He continued his talk exploring the transformation areas such as Operational, Eco-System, and Industry Transformation. Highlighting on how Uber has changed the car booking industry as an example in the eco-system transformation, Sunder cited Tesla Motors and Alibaba as examples for industry transformation.

Moving on Sunder focused on how mobile is not being the driver for learning and training in the industry. Based on these inputs, Pfizer is launching first mobile learning app – Rocket, anytime-anywhere-any device. Moving ahead with his slides, he talked about how the app is leveraging SMAC technology. After a quick demo of the product, he left the dais with this thought, “Buy the technology, build the behaviour.”

Read also: #DigiSights India 2015 – The Why And How Of Digital In Pharma Marketing Part 1

Achieving patient centricity through digital

Salil Kallianpur from GSK-Global started his discussion with a rational statement – “Nobody trusts our industry, why would they do in this digital medium when the customer is so evolved today.” His talk focused on how digital could be used to bring in patient centricity.

He began with how Google is investing and acquiring companies with the help of its data. “Google’s currency is data, what has Pharma done to understand the data that are touch points of consumer lives.” Further he added, “There is so much of data available, why are marketers not using it to serve a customer better. It is being a wasted opportunity.”

Moving ahead in his presentation, Salil talked about how Pharma companies have to think beyond the product and build an eco-system to drive patient centric healthcare. “Stop thinking about only sales but think also about alliance revenue.”

“Let’s make data our currency and build a patient centric environment through digital so that people start trusting in our business,” he said in conclusion.

Digital Trends in Pharma

When Sagar Pawar from PwC came on to the dais, he was upfront in stating that most of his thoughts have already been covered. He focused specifically on digital trends in Pharma. Data and mobile again formed the core points of his talk. “Home care medication is going to be big in India,” he said.

“m-health or mobile will change the way treatment will happen and the way information will flow and be collected.” Thereafter he shared some examples of mobile apps that are curating data effectively. However, Sagar also emphasized that we need to understand what can work in India. “We can’t pick up US models just because it has worked there. We need to understand Indian doctors, patients and the regulated industry we work in here.” He continued with some case studies about Volini, Pfizer, among others.

Finally, he shared the six key trends in India that are expected to aid the uptake of the tech based health initiatives: 1. Rising middle class, 2. Instant access, 3. Inaccessibility of care, 4. Changing disease pattern, 5. Second opinion, and 6. Reliance on quacks.

Role of Digital PR in Pharma Marketing

Dinesh Chindarkar, Co-founder at MediaMedic  was the last speaker for the day but he didn’t disappoint at all with his ammo of case studies, after setting the stage on how PR in pharma has evolved to Digital PR in pharma.

The first case study was about how MediaMedic associated with Yuvraj Singh on a cancer campaign. The emotional connect about the campaign received a lot of eyeballs and trended on Twitter. The second case study focused on social listening, he gave the example of mothers asking questions about vaccine on blogs. “Threads are running for these conversations. These threads are now becoming reference points and conversations stacking up on Google.”

He also informed that there are issues that people are comfortable to talk about on the internet than to their neighbour. Giving the example of Progeria Research Foundation, Dinesh showcased how content marketing is crucial for digital marketing and Pharma should adopt.

Before ending he summarized with these following tips: 1. Content and Context, 2. Storytelling, 3. Infographics, 4. Video, 5. Proactive Listening, and 6. Analytics.

The end of his insightful talk also meant the end of the second edition of #DigiSights 2015. The house was opened for tea, cookies and the much needed networking!