PHYGITAL PHARMA: Realities, Imperatives, Effectiveness

Learn > Share > Learn has been my preferred mode for learning and speaking/writing has been the route through which I contribute back.

I had the recent opportunity to speak at “Global Commercial & Sales Force Effectiveness Summit’ by KPMG Global and LPC100 by Live Pharma Coalition. Sharing the key thoughts from my talks.

Hybrid is clearly the mode in which our entire world is operating now. The pandemic has turned this option into a necessity for all. More so in Healthcare and Lifesciences where Digital served us so well in this health and humanity crisis. Backed by digital, Pharma truly stepped up and delivered.

Looking at Phygital Pharma from three lenses: Realities, Imperatives, Effectiveness

REALITIES

World is in hybrid mode. It is no longer, ‘This or That’. It is ‘This and That’. It means, Physical as well as Digital, and hence PHYGITAL.

Health is finally in focus. Though it happened in an unfortunate way, it sure has happened. Healthcare was always increasing its access and improving solutions by adoption of digital, but the pandemic has accelerated the same and now it’s majorly in Phygital mode.

HCPs, the Healthcare Professionals have relied on the Hybrid approach to deliver their services during the pandemic, and are likely to continue its usage even in fast normalizing post-pandemic scenario.

While, we talk a lot about new normal and next normal, 'Is the new normal, the old normal?' As regards, pharma sales promotion, we often hear that the ‘Medical Representatives will not be needed or their numbers will come down drastically. It appears, it will not be the case.

HCPs have expressed that they will still like Face2Face calls by Medical Representatives to continue which should then be augmented with digital approaches to promote products. Thanks to additional channels, the Promotional Volumes have gone up and Call Duration too has increased.

IMPERATIVES

Building a Culture of Health is the most important task that the world has today. We have seen the kind of devastation, a health calamity can bring, and we must learn our lessons. Pharma, a key stakeholder in the healthcare ecosystem has the onus to contribute.

‘Go-To-Market’ strategy must transform into ‘Go-To-Patient’ strategy. Being Patient Centered was always important, it is even more relevant now. ?

Digital opportunities for Pharma are across its value chain – Research & Development; Manufacturing & Supply Chain and of course in Commercial Operations. Digital Transformation supports Innovation in Products & Services; Engagement Effectiveness and Execution Efficiency. But Digital is not a substitute for Strategy, it is an enabler and a connector.

EFFECTIVENESS

It is incumbent upon Pharma to increase its Participation in Public Healthcare and Partnership with Private Healthcare to enhance its contributions and effectiveness.

Patient Centered effectiveness has a two-word mantra – ‘Think Disease’ which should then lead to understanding Disease Life Cycle and also mapping the Patient journey.

Empathy, Compassion & Trust are three Patient centered values, on the foundations of which, we can contribute by improving Awareness, Assistance, Availability, Adherence & Advocacy.

Phygital mode helps in providing Empowerment, Engagement & Experience to our 1st degree customers, the Physicians and also the end consumers, the Patients. It facilitates in delivering Knowledge, Information & Services.

Physician have gone significantly Digital and are expecting partnerships from Pharma in telehealth etc. It also offers engagement and continuing medical education and advocacy opportunities.

Phygital Commercial Model Effectiveness quite clearly needs robust in-house Digital Excellence and Data/Analytics capabilities which is duly backed by IT/ITES infrastructure support. Digital augments the value created/delivered by Sales & Marketing, Key Account Management and Market Access teams.

Digital Therapy & Disease Management Solutions are the ultimate strategic frontiers of effectiveness, and this journey must be started in the right earnest, even if at tactical levels.

Phygital Marketing Effectiveness is ultimately about creating and providing Modular Content that is Up-to-date, Channel Agnostic, Targeted and On-demand Accessible for – Sales Force, Physicians & Patients. It is also about capturing real-time and relevant data for ongoing customer insights.

Phygital Sales Effectiveness is about the capability and willingness for the frontlines to define, serve and engage the Physicians and Patients in new ways on the channels and at the time desired by them. It is also about positioning themselves as Value-partners, helping improve disease outcomes.

Phygital mode truly helps in Pharma Value Creation & Delivery Effectiveness by facilitating the transition from Only Product (Brand) to Overall Solution (Brand + Knowledge + Information + Services) to Ultimate Desired Value (Brand + Knowledge + Information + Services + Empowerment + Engagement + Experience) leading to Improved Disease/Health Outcome.

Pharma has truly stepped up and delivered during this health and humanity crisis. Phygital Pharma mode momentum, which got accelerated by necessity of the extreme situation, must be maintained and taken forward for the continued transformation of the industry itself and for enhancing it's contribution towards a better healthcare.

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Disclaimer: Views expressed are personal as a professional.