Life Sciences – Focus on Positive Health Care Solutions through Digital Channels

The life sciences industry is at a major cross road. The health care system has, for too long, focused on ’blockbuster’ drugs and breakthroughs in expensive procedures to improve patient care globally. There is increasing competition, particularly in crowded diseases markets such as cancer and diabetes treatment. In order to establish and maintain a clear advantage, companies are slowly moving from individual products and medical procedures to a focused approach on improving overall health solutions and outcomes. This shift will require life sciences companies to rely on and partner with other players, including outsourcing crucial components, in the health care ecosystem. Apart from pharmaceutical organizations, other stakeholders in this ecosystem include the government, medical equipment companies, and health care payers and providers.




 These entities face challenges in terms of administering efficient methods of treatment for patients while reducing medical and treatment costs. The disparate and complex nature of these entities results in delays during sharing and analyzing data and information related to payments, treatments and health care delivery solutions. This may result in treatment, payment and procedural backlogs for the end user – the patient. Minimizing these delays and ensuring a streamlined operation flow can be efficiently achieved through a strong digital framework supported by analytics. Digital connections via the Web, mobile devices, servers, and social media offer the broadest reach and a seamless access to customers, partners, and suppliers. This results in a more personalized customer experience through the use of digital and multi channel interfaces.  

Supporting the system with a strong backbone in analytics

 The question that arises out of the numerous challenges faced by the life sciences industry is - how do these companies evolve in terms of their solutions to improve patient outcomes? This industry is amongst the leaders in terms of innovation and research & development. The next step in innovation is adopting an integrated organizational digital framework supported by real-time analytics. Our research has found that this industry segment is one of the largest buyers of analytics services as it provides real time insights for practitioners to improve health care solutions.
 
A recent case study by Accenture for a global top 10 pharmaceutical company mentioned the benefits of leveraging analytics across their multichannel strategy. The company’s sales and marketing teams were able to capture feedback and market trends from customer data which was gathered by the analytics framework. This allowed them to build a tailored customer approach strategy and an effective time-to-market model resulting in a 20 percent increase in sales effectiveness through their new customer-centric segmented content.
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Outsourcing as a strategy to develop global digital operating models

Outsourcing service providers have the capability to bring in multi-service offerings for life sciences companies with assistance in channel set-up, expanding marketing and sales capabilities, integrating analytics into business models, and developing content for health care solutions globally.
Key services offered to their clients include:

• Shared services for a global digital framework to provide services such as web development, content services, analytics services and technical support
• Multi channel marketing program to create and manage digital content
• Online connectivity to link remote systems such as servers, tablets and mobile systems
• Building and maintaining social networking platforms to capture customer feedback and insights to provide real time customer information
• Automation of information gathering and sharing across devices through emails, texts and web alerts

All of these services will feed into the company’s digital technology architecture which will enable it to respond better to customer preferences, business conditions and market opportunities. All these industry trends and insights have been captured in our recently released reports on analytics, pharmaceutical industry and health care services.

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