For the past decade, pharma has been looking for answers to the challenges of
reduced access to physicians, changing stakeholder preferences, and decreasing
effectiveness of traditional sales force strategies.
In the retail industry, companies like Burberry have full heartedly embraced digital technology to transform its customer experience, recently turning its London flagship store, Burberry Regent Street, into a digitally integrated showroom complete with iPads, RFID chips and mobile payments. In sharp contrast, the pharma industry still largely relies on an army of sales reps equipped with stacks of paper to engage physicians on new products and studies. With the perfect storm of budget cuts, stricter regulations, increasing generic competition and declining access to physicians, pharma companies – it seems – are finally ready to change their tune.
The report specifically highlights closed loop marketing as a catalyst for transforming the communication flows between physicians and pharmaceuticals.
Read our indepth interview with Hala Qanadilo and Timothy Moore, Principals at Capgemini Consulting Life Sciences http://www.pharma-iq.com/business-development/articles/digitally-transforming-the-life-sciences-industry/
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