Today’s increasingly digital society is causing an evolution in pharma marketing strategies. Numerous digital channels have sprung up due to technological advancements, and they are changing doctors’ and patients’ habits. Digital platforms such as emails, digital ads, and paid search are available for pharma companies to target doctors based on their preferences.1 These channels are not deployed to substitute traditional channels, but as part of a synergistic multi-channel marketing strategy, to complement them.2
The Life Sciences analytics industry is progressing each day with AI/ML driven technologies and the exploding healthcare data, which is expected to cross 2,314 exabytes by 20201. New databases are emerging from sources like patient claims & electronic medical records (EMRs), social media, and digital channels. Stakeholders’ preferences are evolving as well, with pharma sales reps finding healthcare physicians (HCPs) more challenging to reach.
The life sciences industry is experiencing a digital transformation. Patients’ expectations have grown with the amount of health-related information available online, and almost 67% of healthcare professionals are set to become digital natives by 2020. Digital footprints are left at every stage of their journey and the Pharma industry must use all available insights to ensure relevant and contextual engagement.