As the ‘Lockdown. 04’ in India passes by, a time comes to press the restart button of all business activities in the country, in a calibrated manner, though, keeping in mind, the Covid-19 cases is yet to find its peak in the country. The process would naturally include all activities of the pharma industry. And more specifically, the prescription demand generation activity, where personal selling has remained pivotal in all these years.
But now, while living with the new Coronavirus, it would require greater cerebral interventions of astute pharma marketers. Creating an innovative pathway for recovery – driven by actionable insights, through an agile and digitally empowered workforce, would be the name of the game for success. In this article, I shall focus on this important area, as the industry moves on.
The bedrock of the new pathway:
The ‘restarting’ process of the prescription demand generation mechanism, I reckon, would no longer be the same ball game. It will now entail gaining cutting-edge actionable insights on the evolving dynamics of the changing business processes. It involves customers’ new preferences for consumption in the healthcare space and ascertaining the most effective demand generation processes or tools in the prevailing new normal.
Therefore, the bedrock of the new pathway, in my view, will necessarily need to be based on:
- A huge pool of relevant, credible and preferably real-time ‘Data.’
- ‘Information’ obtained by analyzing the ‘Data’ as desired.
- ‘Actionable Insight’ gathered from the collected ‘information.’
The encouraging point is, several companies, even in India, have already started testing the water to chart the way forward.
Some fundamental changes in the path to recovery:
The McKinsey article of May 12, 2020 titled, ‘Pharma operations: The path to recovery and the next normal,’ also noted: ‘Given the shifts that have taken place seemingly overnight in response to the immediate crisis, companies are also turning their attention to recovery and the path to the next normal. It will likely bring about fundamental changes in pharma operations.’
Besides, the future of work will become more remote…continue reading…
No comments:
Post a Comment