Pharma executives, especially those selling generics, constantly seek salvation through differentiation for their products. Even then, surprisingly, they never consider services. Conventional marketing wisdom informs us that when brands cease to differentiate, salvation lies in services. Yet, pharma seems unmoved by conventional wisdom, continuing to pursue marketing products while desperately seeking differentiation. In an environment […]Read More In the service of the people
At the IDMA Marketing and Sales Conference in Mumbai last week, I spoke on “Using digital to create customer engagement’ – a topic close to my heart. I began by talking about how customer engagement is a topic that pharma discusses in posters glued on office walls, on slides of senior executives and in leisure. […]Read More Differentiation through Customer Engagement and Experience
As I meet more people and discuss their digital ideas and strategy, I think Pharma looks at digital through the wrong lens. The question I am often asked is: “This is my business model, how can tech help?” I think trying to answer the question framed that way cannot lead to the write answers. It […]Read More Pharma’s Digital Lens
Changes in pharma marketing will be profound with the advent of technology. Digital marketing will allow pharma marketers to engage the customer in very meaningful ways which were not always possible through the work of sales reps. While sales reps are important in the scheme of things, they are but one channel. In-clinic time with […]Read More Don’t make it feel like it’s marketing
The first time I heard the term ‘digital economy’ in the medical context, it was from a reputed doctor who was a co-panelist and speaker at a company town hall event on digital marketing. It did not surprise me one bit that the doctor knew more about the digital economy than most of the pharma […]Read More The Digital Economy
A few weeks ago I had the opportunity to talk to a group of mid-level pharma marketers on what marketing means in a digital world and how the rules of the game have changed. I began by asking them what they thought was the basic purpose of a marketer. They responded in their own ways […]Read More The Digital World – Be there or be square!
Digital Darwinism is when technology and society evolve faster than an organization can adapt. Digital Darwinism is a fate that threatens most organizations in almost every industry, but particularly in the pharmaceutical industry in India.Read More Digital Darwinism