Technology is the key to optimisation

As digital technologies grow, so too does the need for more efficient, cost-effective customer engagement. The result is an industry no longer able to rely on representative-led sales models and having to move into more diverse channels of communication.

Suffice to say, pharma’s adoption of omnichannel marketing doesn’t come without its challenges.

Barriers to success

When you consider pharma is dealing with multiple stakeholder groups and restrictive industry regulations, it’s little wonder multichannel success is proving so hard for the sector. Added to this is the fact that so many other industries (namely finance, retail and tech) are already strides ahead.

In 2014, the Cap Gemini Consulting and MIT report, The Digital Advantage categorised pharma as a ‘beginner’ in digital transformation.

In 2014, the Cap Gemini Consulting and MIT report, The Digital Advantage categorised pharma as a ‘beginner’ in digital transformation. Four years on, we’ve seen plenty of innovative thinking within the industry as it focuses on pharma-specific multi-channel strategies that respond to healthcare challenges. However, it can still feel like pharma is playing catch-up.

How is pharma rising to the challenge?

Two years ago, research from DT Associates, Digital Excellence in the Global Pharmaceutical Industry, painted a more positive picture. It identified a growing recognition within the industry that ‘digital must be fully integrated into existing market practices and not bolted on’. In other words, pharma companies are taking a more integrated approach to omnichannel marketing.

But while other industries have a pick of the channels – Snapchat, Instagram, Twitter and Facebook – these are often considered too risky for pharma. Instead, more conventional paths are taken, such as pharma-owned websites, email marketing, HCP portals, and online medical education.

The problem lies, not with systems to manage existing digital assets, but with finding the right systems that allows full integration and helps a company move towards global-to-local collaboration.

"When it comes to communication, there’s no shortage of technologies in place. However, even the best collaboration tool does not guarantee instant digital transformation success. According to research by the Content Marketing Institute, 45% of marketers say their organisations have the right tools in place, but they’re not being used to their full potential.”

Veeva is one of those systems. As one of the world’s leaders in cloud-based software for the life sciences industry, it deals with some of the biggest (and emerging) names in pharmaceuticals and biotechs.

Having been awarded Veeva level 4 accreditation (one of only 10 pharmaceutical agencies in the UK and 35 globally certified to this level), Adare’s creative agency Purple works with seven of the world’s top ten pharmaceutical companies. This partnership highlights our specialist digital content and pharma industry skills and marks us out as a global healthcare agency of the highest standing.

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