Common Guide to Telehealth Marketing Posted on December 16, 2024February 4, 2025 by Vitalii Yaruta Due to COVID-19, almost every other healthcare organization has added telehealth to its services. Virtual visits have become just as important as face-to-face ones for millions of people, opening the door for numerous opportunities to provide healthcare to people who live in rural areas or have limited opportunities for travel to hospitals or clinics every time. With the growing use of telehealth, many healthcare organizations are wondering how to market all related services. Given the broad scope of telehealth, how do you reach out to the right audience? In our guide, we will break down everything you need to know about telehealth marketing, its challenges,, and best practices. Telehealth Marketing Explained Telehealth, along with other innovations like 5G networks, wearable health devices, and 3D printing, plays a huge role in the modern-day healthcare industry. Telehealth, sometimes referred to as telemedicine, is the use of telecommunication technology to communicate with patients and provide long-distance clinical healthcare. Now, let’s talk a little bit more about the benefits of telehealth and how its marketing strategies work. How Does Telemedicine Marketing Work? Telemedicine marketing is a set of strategies, tools, and methods that help healthcare organizations and telemedicine service providers promote their products online and offline. For any company that’s marketing healthcare and telehealth services, it’s crucial to reach patients who are most likely to benefit from those offerings. This is why many businesses in the healthcare landscape focus on creating content for social platforms, gathering and publishing patient testimonials, using SEO strategies to build a strong online presence, as well as resorting to other methods of attracting patients. Benefits of Telehealth for Healthcare 94% of patients who have used a telehealth service state they would do it again in the future. What makes telehealth so beneficial? Here are a few advantages: Quick assistance at any time One of the biggest reasons so many people don’t receive care on time is the distance to medical facilities and the availability of service. Most clinics and hospitals indeed work around the clock, but they often do not offer all services at all times. With telehealth, this situation changes completely, allowing people with busy schedules or living in remote locations to get access to healthcare whenever they need it. Access to medicine in remote areas A little less than half of the global population lives in rural communities. For many, a simple visit to a hospital can take a lot of precious time and money, as in many cases, there are either no medical facilities in these areas or they offer limited services and accommodations. Even if there is a larger city nearby, hospitals might still be too distant in cases of critical emergencies. Telemedicine services solve this problem by providing people from different areas with urgent care, reducing the risk of patients’ diseases progressing and getting worse, and improving patient-doctor communication. Constant monitoring of patients’ conditions Different monitoring tools and telehealth software can help patients with chronic conditions or difficult diseases that require continuous medical supervision get the assistance they need without going to the medical facility all the time. Instead, they can work with the doctors online, providing them with updates via messengers, special apps, and videoconferencing programs. As a result, patients will get better treatment without leaving the house and potentially putting their health at risk. Flexibility & convenience Sometimes, people just have too much on their plate to spend enough time on their health. Unfortunately, for many, it’s become a luxury to take a day off to have a regular check-up or ask for sick leave whenever they catch a cold. Even though it’s not the ideal solution, telemedicine services can help people quickly make appointments, have a live chat with a doctor whenever they need to, and even renew prescriptions without unnecessary visits to their doctors. Telemedicine vs. Telehealth Marketing For many, telemedicine and telehealth are interchangeable terms, and for the most part, it is true. However, both have some key differences, knowing which is important prior to integrating any related services. Telehealth: Refers to a broader range of practices that encompass both clinical and non-clinical services, such as patient apps and portals, health education, administrative meetings, and others; Focuses on providing a larger variety of services remotely; Is cheaper than on-site healthcare; Includes telemedicine as a subset. Telemedicine: Refers to the use of technology to provide remote healthcare services, such as diagnosing, treating, and monitoring patients outside of medical facilities and healthcare organizations; Involves the use of different technology to communicate with a patient, such as mobile apps, video conferencing software, and messengers; Focuses on direct patient care. 60% of patients find telehealth services more effective than in-person appointments. This number grows every year, increasing the need for telehealth services while also presenting unique challenges. Successful Telehealth Marketing Strategies What are some proven tactics for crafting a successful telehealth marketing plan or strategy? Combined with tools like eWizard and readiness to experiment with content creation and marketing techniques, you can achieve considerable improvements. Here are some important tips to keep in mind: Build a professional, welcoming website Your website is the face of your brand. You need to make it both appealing and user-friendly. Convenience is at the core of telemedicine services, meaning that your website should also be easy to navigate without any complications, such as unnecessary buttons, a huge menu, or videos that take up half the screen. Try to find a balance between nice visuals and optimized functionality because, without these two aspects, it will be hard to attract potential users. Optimize your site with SEO to boost traffic Search engine optimization (SEO), is a process well-known to everyone working in marketing. Everyone already knows how important it is, but not every company unleashes its full potential to reach the maximum number of potential patients. Here are the main steps of a successful SEO strategy: Integrate relevant keywords in your content; Improve your Google My Business profile; Add internal links; Create short URLs; Optimize content for the search intent; Study your competitors; Use blogs to build a following; Be present on social media; Craft a website with different devices in mind. If you want more people to find your business organically, meaning that they will just google something and come across your page, start implementing all kinds of SEO strategies right now. According to one study, organic results that ranked first in the Google search garnered 39.8% of clicks. This is compared to 2.1% of clicks of ads that were displayed in the paid search. Include SEO in your telehealth content marketing strategy, and you’ll soon see how much of a game-changer it can be. Run paid ads targeting telehealth-ready leads Organic traffic is great, and this is what you should strive to achieve. However, if your goal is to reach out to as many potential users and new patients as possible, you need to focus on both paid and non-paid ads. Google Ads is a good place to start, as it has been tested and used by thousands of marketers worldwide. Here are some statistics: 63% of internet users have clicked on a Google ad at least once; Businesses get 2$ in revenue for a 1$ investment in ads; Over 1 million of companies are using Google Ads. Of course, Google Ads is not the only method of paid advertising that works well. It is up to you to explore different options and choose the one that works out best for you. If Google Ads is not your preferred tool, consider influencer marketing, social media advertising, instream promotions, sponsored content, and other forms of paid ads. Create content to showcase your expertise Content is a powerful tool when used correctly. Use content you create to provide your target audience with unique insights and important information, some of which might even be available only in your blog. For example, let’s say you created a unique app that makes telemedicine services even more accessible. Why not talk about everything you learned on your journey of creating the app in your blog? Why did you make it in the first place? What important statistics did you learn along the way? Answer these questions in the content you produce. Use the knowledge you and your team have accumulated over the years to educate your audience and create unique, valuable content. Nowadays, there are so many AI-powered content creation tools, content management systems, and other programs that creating high-quality content should not be a problem. Don’t forget to include collaborations with other experts in your content marketing strategy, as it is another great way to highlight your expertise and reach more patients who might be looking for more than just a healthcare provider. Key Challenges for Marketing Telehealth Services Nothing will come easy. Certain challenges could be hindering the successful implementation of marketing strategies, such as: Finding the unique selling proposition A unique selling proposition, or USP, is a specific benefit that your business can offer to its customers that makes it a better choice compared to competitors. In other words, the USP is what makes your brand stand out. When it comes to telemedicine, there are still many features to explore, which makes finding the USP a bit easier. However, telemedicine in its current state requires businesses to innovate and experiment, and many fear that doing something unique and new could result in losing customers and prospective patients. This is why, when it comes to developing unique selling propositions, many companies are not sure what to do. If you find yourself in the same position, consider everything you have done already and what made patients choose your services in the first place. Why is your business simply better than others? Brainstorm some ideas and answer this question honestly, and you might be surprised with the results. Maintaining the right level of personalization One of the biggest issues many companies face is achieving the perfect level of personalization. Personalization is especially important for telehealth services, as patients who feel like they are always treated the same as everybody else will be less inclined to trust the chosen telehealth company and might even take their business elsewhere. Let’s take a look at an example from one study. Patients who have type 1 diabetes are more used to living with the disease from a young age, and monitoring what they eat is a routine thing for them. For this group of patients, you need to create something that keeps them engaged since they already know all the nooks and crannies, and the main goal is to provide them with software that offers features that make monitoring their health easier. When it comes to type 2 diabetes, the image of an average patient completely changes. Patients who encounter type 2 diabetes for the first time are usually unprepared for lifestyle changes, and they tend to have more difficulties when adjusting to new technology. Moreover, these patients are also more likely to suffer from other conditions, which might make using technology an even harder task. For these people, it’s important to present your solution as something easy to navigate, with the right size of text fonts and inclusive features. As you can see, there are many different ways to personalize your product. Remember that if you want your business to stand out, you need to go even further and personalize your marketing efforts. Learn who your target audience is, research their pain points, and create a digital marketing strategy that considers all of these aspects. Unrealistic expectations Just like with almost anything these days, everyone either expects a new thing to live up to the hype or dismiss it immediately when the service or product falls short of expectations. In the healthcare industry, it’s important to give some new technology the benefit of the doubt and let companies go through the trial-and-error process before judging them too harshly. Yes, some telehealth apps are just not what we need them to be. For their functions to improve and finally start to align with patients’ needs, it’s crucial to give honest feedback about what might be lacking instead of over-criticizing. Final Remarks Telehealth marketing is still in its early stages, meaning that most marketers are still getting used to its nuances and complexities. There will be many patients still not sure about what your unique offer is, and your ideal customers might not find you right away. And that’s completely fine: as long as you have a marketing plan ready and a willingness to explore new opportunities, you will succeed. If you need help developing a successful marketing strategy, creating an exclusive app, or finding a perfect content management system, share your unique problem with the Viseven experts, and we will assist you immediately. Start saving lives by improving communication today.
Digital Transformation in Clinical Trials: Advancing Healthcare with Technology Posted on December 14, 2024January 7, 2025 by Vitalii Yaruta In the pre-digital era, clinical trials relied on traditional methodologies centered around in-person interactions and manual data collection, which presented numerous limitations. Patient recruitment often required participants to travel to trial sites, like hospitals or research centers, creating barriers due to geographic distance, travel costs, and time away from daily obligations. This restricted participation, limiting accessibility and diversity within trials. Data collection involved paper forms, diaries, and in-person interviews, which, while essential for documenting symptoms and outcomes, were prone to human error. Accuracy often depended on participants’ memory and consistency, and the manual nature of data management increased risks of loss and mismanagement, complicating trial administration. On top of that, strict protocols defined every aspect of traditional clinical trials, from participant eligibility to data collection methods. While necessary for regulatory compliance, this rigidity limited flexibility, making it difficult to adapt to unforeseen circumstances or individual needs. The reliance on multiple in-person visits for screening, treatment, and follow-ups extended trial timelines, often leading to participant dropout and reduced engagement. Traditional trials also faced logistical challenges beyond recruitment and data accuracy. Maintaining regulatory compliance required extensive documentation and oversight, while handling paper-based data was labor-intensive and prone to mismanagement. These cumulative hurdles underscored the need for innovation, paving the way for digital transformation and modernizing clinical research. Role of Digital Transformation in Clinical Trials Digital transformation is reshaping clinical trials, bringing improvements in speed, accessibility, and data reliability that make the entire process more effective and inclusive. First of all, tools like wearables and mobile apps allow clinical researchers to collect data in real time directly from trial participants which boosts accuracy and reduces delays. At the same time, AI and ML show potential to further improve the trial process by detecting trends in data. Digital tools lead to greater engagement by removing geographic barriers and allowing patients to participate from their homes. Improved communication channels also mean that patients can share health data and feedback directly with researchers, creating a more collaborative experience. Recruitment is also benefitting from this digital shift. Targeted digital outreach through social media and healthcare apps enables trials to identify and recruit eligible participants more efficiently than traditional methods, resulting in a more diverse participant pool. Altogether, these developments have given rise to digital clinical trials, a model that leverages technology to enhance patient recruitment, retention, data collection, and analytics. This approach is setting a new standard for clinical trials, making them more adaptable and ready for the future of healthcare research. Source: Digitizing clinical trials, Npj Digital Medicine Challenges in Digital Transformation The push for digital transformation in clinical research has driven groundbreaking changes in the pharmaceutical industry, with digital tools and generative AI beginning to reshape the clinical trial landscape. In 2023, these advances enabled faster data collection, more efficient processes, and enhanced patient experience, signaling a promising future for patient-centric innovation. However, the path to a fully digitalized clinical research environment remains strewn with complex challenges that pharma organizations must address to ensure sustainable transformation. Navigating rapid technological change The rapid adoption of digital tools, including AI in clinical trials, requires pharmaceutical firms to adapt quickly to a constantly changing landscape. Clinical operations teams face pressure to implement these tools effectively while upholding compliance and quality standards. Adapting to these advancements is challenging, as organizations must ensure these technologies meet regulatory requirements and genuinely enhance clinical trial processes without adding operational complexity. Securing and sustaining budgets Budget constraints remain one of the biggest hurdles to sustainable digital transformation in the clinical research setting. Nearly half of senior leaders report difficulties in securing adequate funding for digital initiatives, and most expect their digital transformation budgets to remain flat or decrease in the coming year. This financial strain is particularly problematic as the industry moves away from COVID-19-era digital plans, with some leaders reporting a reduction in digital resources initially allocated to handle the pandemic. Without a consistent and sustainable financial commitment, clinical research teams face the risk of stalled innovation and a limited ability to scale digital advancements. Balancing data-driven strategies with patient-centric goals As digital transformation progresses, data-driven decision-making has become essential for maximizing patient value and streamlining trial processes. Senior leaders recognize the direct link between digital maturity and the value delivered to customers and patients. Yet, there is a shift in focus from broader patient access and inclusion toward enhancing the experience, creating a potential trade-off between inclusive trial access and quality of engagement. This shift underscores a core challenge: achieving a balance between improving patient experience and expanding patient diversity and inclusion, two pillars crucial to the future of clinical research. Defining a long-term vision and strategy for digital transformation More pharmaceutical companies than ever are developing structured digital transformation strategies; however, the timeline for achieving these visions might pose a challenge. 83% of leaders now report having a clear digital transformation strategy, and 80% believe it can be fully realized within five years, while the remainder is less optimistic. Building a skilled workforce for the digital era To digitally transform clinical trials, you need a specialized workforce with expertise in emerging technologies. However, less than half of clinical operations leaders report having sufficient training resources for their teams. While companies are actively recruiting digital experts, a lack of comprehensive training for current employees hinders progress, as the success of digital transformation depends heavily on a team’s ability to operate new tools and systems skillfully. Rising Importance of Digital Tools in Clinical Research The integration of digital tools in clinical trials is transforming the landscape by enhancing efficiency, improving data quality, and increasing participant engagement. Let’s take a look at how various tools are used in modern digital trials. Wearable technologies Thanks to wearable technology, the world where clinical trials don’t require constant trips to the clinic is much closer. These small devices are transforming research by offering unprecedented ways to collect and analyze data, making trials more efficient and accessible. Wearables allow clinical trial researchers to track vital health metrics like heart rate, blood pressure, and sleep patterns 24/7, providing a detailed view of participants’ well-being. This continuous monitoring replaces the gaps left by traditional methods that rely on periodic site visits. For example, Pfizer used wearables in an eczema trial to monitor patients’ nighttime scratching habits from home, offering insights without disrupting their daily lives. The convenience of wearables also opens doors for remote participation. By reducing the need for frequent clinic visits, trials become accessible to people in underserved or remote areas, improving inclusivity. Patients are more engaged too — they can see their progress in real time, fostering adherence to treatment protocols and even encouraging healthier lifestyle choices. Beyond basic metrics, modern wearables capture diverse data, from glucose levels to stress indicators. This variety enriches analysis, helping clinical trial researchers draw more robust conclusions about treatments. With about 1,932 clinical trials already leveraging wearables, it’s clear this technology is reshaping the future of clinical research — making it smarter, more inclusive, and deeply patient-centered. Mobile applications Mobile apps are making clinical trials processes easier and more accurate for everyone. In the past, patients had to use paper diaries to track symptoms and medication. This was inconvenient — you had to write things down right away to avoid forgetting, and carrying the diary everywhere was a hassle. Now, with smartphones always in hand, it’s as simple as opening an app, tapping a few buttons, and recording your health updates on the spot. These mobile health apps go beyond convenience. They let clinical trial researchers see patients’ health by enabling real-time remote monitoring, like tracking heart rate or medication use, without constant clinic visits. They also simplify the informed consent process, allowing participants to sign forms electronically and better understand study details. Apps even send reminders for appointments or medication, helping patients stay on track. In some cases, mobile technologies make it possible to run entirely virtual trials, removing the need for travel and opening the door for more people to participate. Telehealth and telemedicine solutions Telehealth and telemedicine are new-ish approaches to delivering healthcare services remotely, leveraging telecommunications and digital technologies. Their application in clinical trials has grown significantly, particularly in response to the challenges posed by the COVID-19 pandemic. Telehealth encompasses a broad range of health-related services delivered through electronic means. This includes not only remote clinical services but also educational and administrative functions, such as provider training and patient education. Telemedicine, on the other hand, is often viewed as a subset of telehealth that specifically refers to remote clinical services — diagnosis, treatment, and monitoring of patients without requiring in-person visits. It includes synchronous (real-time) consultations and asynchronous (store-and-forward) methods where patient data is collected and sent for later review by healthcare providers. One major advantage of telemedicine in clinical trials is its ability to facilitate virtual consultations and follow-ups. For example, participants can connect with researchers through video calls to discuss their progress, report symptoms, or receive guidance without traveling to a trial site. This approach significantly reduces dropout rates by removing logistical hurdles. Telehealth also streamlines the informed consent process. Instead of attending in-person sessions, participants can review and sign consent forms electronically via secure platforms. Interactive features, such as video explanations and live Q&A sessions, ensure participants fully understand study requirements. This approach speeds up enrollment and increases participation rates, particularly in diverse and hard-to-reach populations. Moreover, telehealth contributes to cost efficiency in digital clinical trials. By reducing the need for physical trial sites and travel reimbursements, sponsors can allocate resources more effectively. Trials for conditions like rare diseases have particularly benefited, as telemedicine allows global recruitment and monitoring, which would otherwise be prohibitively expensive. Examples like the use of telehealth in stroke trials, such as TeleStroke, illustrate its potential. It’s a system for acute remote stroke care that has become an essential resource for emergency departments lacking in-house neurology or radiology expertise. It has significantly expanded access to urgent stroke care, benefiting millions of patients. Similarly, oncology trials have adopted telemedicine to facilitate patient-reported outcomes, allowing researchers to better assess the real-world effectiveness of treatments. Electronic health record EHRs are increasingly utilized in modern digital clinical trials, serving as a valuable tool for enhancing efficiency in recruitment, screening, data collection, and trial design. Their integration into clinical trials is not entirely new, however, their application has evolved significantly with advancements in technology and an increasing emphasis on data-driven approaches in healthcare. One of the most transformative contributions of EHRs lies in patient identification and recruitment. In the past, finding eligible participants often involved labor-intensive processes and significant delays. With EHRs, clinical trial researchers can swiftly access comprehensive patient data, including demographics, medical history, and treatment records, to pre-screen candidates based on specific eligibility criteria. This streamlined approach has drastically improved recruitment rates, reducing timelines and ensuring that trials move forward with the right participants. Another area where EHRs excel is in supporting longitudinal follow-up, a critical aspect of understanding long-term treatment effects. By maintaining comprehensive and accessible records of patient health over extended periods, EHRs ensure that even post-trial observations are seamlessly integrated into the research process. This capability is invaluable for assessing the durability and safety of interventions, especially in chronic or complex conditions. Main Recommendations for Digitizing Clinical Trials Organizations that want to achieve effective digital clinical trials can adopt several strategic approaches to enhance efficiency, improve data quality, accelerate patient recruitment and increase participant engagement. Here are key strategies based on recent insights. 1. Focus on getting better data to make reality-driven decisionsAdopt tools like EHRs, wearables, and mobile apps for real-time data collection. These technologies ensure faster trials and improve data reliability. Use advanced analytics and AI to identify trends quickly and make data-driven decisions. 2. Use technology to engage with patients during a clinical trialCreate user-friendly mobile apps to help participants track their health and communicate with clinical trial researchers easily. This improves compliance and fosters collaboration. Incorporate telemedicine solutions to provide ongoing support and maintain regular contact with participants. 3. New channels for patient recruitmentUse digital platforms and social media for targeted participant outreach. This speeds up recruitment significantly. Implement virtual consent processes to simplify and expedite enrollment. 4. Promote collaboration across departmentsEncourage open communication between teams like research, regulatory, and data management through shared digital platforms. Regular workshops can ensure alignment and make your digital integration smoother. 5. Work as a team to determine good KPIsWork with stakeholders to define specific measurable KPIs to track the success of digital efforts. Balance quick wins with long-term objectives by identifying areas where immediate improvements can be made while progressing towards broader transformation goals to showcase value (which can lead to better funding). 6. Don’t sleep on talent developmentProvide training to upskill your clinical operations team and close knowledge gaps. Bring in digital experts to lead transformation efforts and promote a culture of innovation. Lesson Learned The current clinical trials infrastructure is fundamentally misaligned with modern medical research needs. As digital health technologies rapidly transform virtually every sector of society, healthcare research remains frustratingly tethered to old-school methodologies. Emerging digital innovations are challenging this status quo. Advanced personal medical sensors, integrated health record systems, and sophisticated digital communication platforms are gradually infiltrating clinical research, offering glimpses of a more agile, patient-centered approach to scientific investigation. These technologies promise to transcend traditional geographical and logistical constraints that have long limited medical research. Despite widespread technological disruption across industries, clinical trials have resisted change. However, the pressure to modernize is mounting. The potential to dramatically accelerate drug development, enhance research accessibility, and generate more nuanced, real-world data is compelling leaders to reimagine how medical investigations are conducted. While implementation challenges persist, the trajectory is clear. Digital methodologies are not just incremental improvements but transformative mechanisms for reshaping how we understand, develop, and validate medical interventions. The future of clinical research lies in embracing these technological possibilities, learning iteratively, and remaining adaptable in an increasingly digital ecosystem.
RPA in Healthcare: Role, Use Cases, Challenges & Trends Posted on December 13, 2024February 4, 2025 by Vitalii Yaruta With every year, the use of technology in the healthcare industry grows exponentially. Automation has become a lot more than just a vision for the future, and many companies are now introducing it as a key solution to numerous challenges, such as low-quality patient care or high operating costs. Robotic process automation is the answer many have been looking for, and in today’s article, we will take a closer look at what RPA is in the healthcare industry context and how it can help your business thrive. What is Robotic Process Automation (RPA)? Robotic process automation (RPA) is a type of technology that primarily focuses on automating various processes, often to help human workers cut repetitive tasks and achieve faster completion. RPA employs software robots, or bots, to carry out tasks such as data entry and extraction, insurance claims processing, insurance verification, payroll calculations, document verification, employee onboarding, and many others. Robotic process automation enables healthcare organizations to automate many areas of their work, creating more time and space to help patients feel more comfortable and get better. Understanding the Role of RPA in Healthcare Robotic process automation in healthcare is not just about automating some repetitive tasks and saving money; RPA has the power to impact many areas of business operations, including not-so-obvious things like legal compliance. Let’s discuss some of the benefits that make RPA so critical in the context of healthcare: Improved productivity Robots can work without breaks around the clock. Therefore, healthcare workers won’t have to take up all of their time on time-consuming, repetitive, and difficult tasks; instead, they can focus on providing high-quality healthcare and delegate some of their tasks to RPA solutions. Increased patient satisfaction Patients have different kinds of experiences when they use healthcare services: before, during, and after the service has been administered. The before and after experiences heavily depend on how fast the patient was assisted and how personalized and helpful the assistance was. With RPA, it’s possible to shorten the amount of time needed to make an appointment, answer questions, schedule doctor visits, and other activities that often involve long wait times. Personalized patient care By automating some in-house processes and workflows, healthcare organizations can focus on providing more personalized patient care. Combined with other technologies like artificial intelligence, this makes it possible to create fully personalized experiences built around patient preferences and schedules. Better accuracy When it comes to healthcare, many tasks are very error-prone and require a lot of attention to be done properly. For example, manual data entry is not only a time-consuming activity but also very demanding, with a high risk of mistakes. With healthcare RPA, it’s possible to mitigate errors and inaccuracies. Compliance with industry regulations Almost any bit of information healthcare organizations put out into the world must comply with regional laws and regulations. Anything that deviates from that compliance can be harmful to the organizations, the healthcare professionals who work there, and the patients. RPA systems can automate such processes as data collection, validation, regulations monitoring, MLR approvals, and risk assessment, helping companies handle healthcare data more safely and ensuring that the company’s actions align with industry standards and don’t break laws. What RPA Capabilities Help to Improve Healthcare Operations? When you think of healthcare robotic process automation, imagine it as something that can shaped to your needs. This is possible thanks to the vast array of benefits and solutions the RPA has to offer, including: Workflow orchestration; Data analytics; Data entry and extraction; Automatic reminders and notifications; Audits; Compliance checks; Financial reconciliation; Reporting; Hyperautomation; Automated email marketing; Tracking of medical equipment and supplies. The RPA functionalities include a wide range of features, such as revenue cycle management, automated email marketing, healthcare lead generation, and much more. TOP Healthcare Automation Trends Shaping the Future of Medicine Technologies in the healthcare sector continue to evolve and advance, forcing the industry to change and adjust to the new age. Here are some of the biggest automation trends that are reshaping healthcare as we speak: Tehelealth The use of telehealth, also commonly referred to as telemedicine, has been on the rise since the Covid-19 pandemic. Telehealth is a set of practices and technologies that allow for long-distance patient-doctor communication and treatment. According to McKinsley, 55% of patients are more satisfied with virtual visits than face-to-face appointments. Thanks to telehealth, more people now have immediate access to healthcare, which is why it’s likely that this trend is here to stay for a long time and develop into something even more impactful. The Internet of Medical Things The Internet of Medical Things, which is a term derived from the Internet of Things, is a network of medical devices that are connected to the Internet and provide both patients and doctors to virtually connect. TIoMT can be a part of telehealth, but it also encompasses a huge variety of devices, such as wearables, in-hospital devices, smart pills, remote monitoring systems, and others. The Internet of Medical Things will continue advancing, automating repetitive tasks and improving patient monitoring and care. 3D printing 3D printing technology has quickly grown from just a few hospitals using it in 2010 to more than a hundred in 2019 and over four hundred in 2022. Right now, this number is likely to be more than five hundred. 3D printing can help develop and manufacture custom tools for surgeries and treatments, personalized devices, and even prosthetics or implants. There are countless opportunities in 3D printing, and it will continue to grow and evolve. Artificial intelligence AI has been one of the biggest trends of the past couple of years in healthcare, life sciences, and other industries. Right now, 94% of healthcare organizations use artificial intelligence or machine learning in some way. AI can significantly improve patient experience, reducing costs, providing faster access, increasing employee satisfaction, and influencing the lives of patients and healthcare providers. The potential of RPA in Healthcare The opportunities for using RPA in healthcare are quite extensive. Here are some ways in which healthcare organizations can use robotic process automation: Remote patient monitoring With the help of robotic process automation, patients who live in rural areas or have medical conditions that limit their mobility will be able to get care from anywhere. In the future, patients will likely be monitored remotely, and robots will do most of the job by constantly recording and analyzing the data provided. Data management RPA might become fully responsible for storing, verifying, and updating patient records in the future. Here is the thing: data lies at the heart of healthcare. It’s impossible to provide good care without assessing the patient first. However, acquiring, properly storing, and safeguarding medical data is a time-consuming and error-prone task. Automating it is a huge step toward enhanced patient care. Inventory management One of the most important responsibilities of any medical facility is to provide high-quality treatment and medicine, as well as use proper high-quality equipment to carry out patient care. And even though hospitals, clinics, and other healthcare organizations are doing a great job managing inventory, they surely need a hand with all those things they need to keep track of. This is where RPA software can help, fully automating such processes as ordering supplies, managing equipment, tracking orders, and optimizing resources. Key Challenges of RPA in Healthcare Faced by Organizations RPA is not a silver bullet, and there are some challenges a company must be prepared for if they are about to step on the path to digital transformation and automation: Change resistance For many healthcare workers, the introduction of any type of automation tool might seem scary, and this feeling is easy to understand. Some might worry that their work will soon be replaced by robots, while others fear that unnecessary changes will interrupt their routine, preventing them from achieving the desired results. Every healthcare organization that plans to introduce robotic process automation should prepare its workers for it, providing all the necessary educational materials and assistance in case of difficulties or questions. Outdated systems and workflows Automation requires thorough preparation and a certain degree of digital maturity before it can be integrated into the company’s process. The problem is that many healthcare organizations run on legacy software or outdated IT infrastructures that are not conducive to automation. Cybersafety concerns In healthcare, even the smallest security mishap can lead to serious problems. Automation is great, but is the chosen solution safe? Will patient records be protected? Are there any risks of data breaches? It’s crucial to consider all these factors before implementing RPA, as it will guarantee the safety of your employees and customers. You need to be sure your automation partner can design and implement a secure infrastructure for your patient data. Lack of expertise Robotic process automation in healthcare is a relatively new trend that many companies have yet to embrace or even consider. This is why it might be hard to find the right talent, making experts in RPA extremely valuable and harder to find, at least for now. The demand for specialists in this field continuously grows, but there are just not enough educational platforms and opportunities for those willing to study. High cost Automation of healthcare processes comes with a price tag some might consider unreasonable. It’s not just about the cost of the RPA solution but also the expenses associated with retraining staff, changing workflows, optimizing resources, etc. To mitigate this problem, at least in the short term, we recommend first selecting the processes that are the easiest to automate while being fairly impactful. By making these first automation steps fast and relatively simple, you’ll start to see your first ROI quickly, while you move on to automating more and more complex processes. RPA Use Cases in Healthcare RPA implementation will sooner or later become a necessary step for most, if not all healthcare providers. Here are some examples of how you can leverage RPA tools to enhance some of the critical processes within your organization: Online patient scheduling Most companies are ready to facilitate appointment scheduling that takes place completely online, and with RPA software, it’s possible to implement it without any complications. According to recent studies, about 80% of patients would rather choose a healthcare provider that offers online scheduling. Patient onboarding During all steps of receiving treatment, from coming to a medical facility for the first time to discharge, both patients and healthcare providers have to deal with huge volumes of data. To ease this process, healthcare organizations can use RPA to automatically upload and sort patient forms, allowing HCPs to later access this information in just a couple of seconds. Digital patient surveys Ensuring that every individual feels safe and cared for is one of the priorities for all hospitals and clinics. With RPA tools, patient feedback can be gathered without having to manually write messages or read through the responses—it can all be done automatically, providing HCPs with all the insights they need. Billing Medical billing comprises various steps, such as data entry, claims processing, insurance eligibility verification, and multiple others. Automating each stage of the process ensures that healthcare organizations and providers will be fairly compensated without long wait times. Content automation Many businesses are already automating the content creation process by delegating some of the content-related tasks to different software and platforms. For example, some companies use pre-approved templates to quickly create content on the go, while others use automation to edit and proofread content in just a few minutes. Final Thoughts From data sharing to improving clinical outcomes, robotic process automation can assist the healthcare industry in many ways. However, it is not a universal solution. To fulfill its role and help your organization automate its workflows and processes, it’s crucial to take all the necessary steps beforehand and properly prepare for the RPA implementation. It is also critical to choose the right processes to automate, start with small and impactful things, and progress to larger, more complex processes. As a result, you will achieve a level of digital maturity and process automation that cuts redundant spending and delivers exceptional patient outcomes. If you are ready to start your journey in digital transformation, consider the Viseven team as your trusted digital transformation partner. Schedule a free consultation now to get answers to all your questions.
Cloud Computing for Pharma: The Road to Digital Transformation Posted on September 18, 2024February 4, 2025 by Marta Fetsatchyn Massive challenges like the global pandemic forced many industries to rethink how they handle data storage, and pharma was no exception. When COVID hit, the urgent need to accelerate drug development meant shrinking timelines from years to months, with no room for compromises on quality. Cloud computing was one of the facilitators of this shift. Cloud-based tools allowed pharma companies to capture and share clinical data between research teams both securely and quickly. The rest is history: vaccines were delivered worldwide in record time, saving millions of lives. In this article, we will explore the main use cases for cloud computing in pharmaceutical industry, its benefits, and the challenges that still need to be addressed. Intro to Cloud Computing in Pharma Cloud computing gives life sciences companies a flexible way to handle data storage. Instead of pouring money into physical data centers and servers, they can access remote, on-demand, storages as needed. This allows them to scale quickly, gain a competitive edge, and save money for more important things like research and development. Let’s not forget the massive amount of data the life sciences industry generates daily. Cloud-based systems help eliminate data silos, allowing companies to better use their data to drive business growth. Cloud computing empowers life sciences organizations to transform various business processes and adopt innovative technologies like artificial intelligence (AI). Why Cloud Computing is Crucial in the Pharmaceutical Industry Cloud technologies have revolutionized the life sciences industry. Let’s explore the areas that have seen the most significant changes. Cloud computing accelerates drug discovery The gap between companies investing in cloud technologies and those avoiding it is set to grow. For example, AstraZeneca, which relies on cloud solutions to accelerate drug research and development, will likely get products to market faster than any company that has resisted this digital transformation. “Ultimately, the cloud is the latest example of Schumpeterian creative destruction: creating wealth for those who exploit it; and leading to the demise of those that don’t.” – Joe Weinman, Senior VP at Telx. This innovative approach has brought more than 40 successful drug discovery projects to AstraZeneca. Thanks to its partnership with AWS, it can conduct 51 billion statistical tests in less than 24 hours. By the end of 2026, the company will be able to analyze two million genomes. Isn’t scalability one of the most important goals each drug manufacturer is striving for? Thanks to cloud computing, research teams can collaborate and share their findings securely and efficiently. This allows scientists to analyze lab results and draw conclusions more quickly. Life sciences companies can adopt third-party software-as-a-service (SaaS) solutions for drug discovery or build custom tools in collaboration with a cloud provider. For instance, many pharmaceutical companies use cloud-based platforms for remote research and development labs, regulatory compliance, and clinical trial data management. Cloud computing facilitates effortless collaboration Cloud computing makes it easier for life sciences companies to communicate and collaborate globally. With cloud platforms, professionals can share ideas, seek second opinions, and fill knowledge gaps faster, speeding up breakthroughs in healthcare. Today, cloud-based collaboration tools help stakeholders keep communication open at every product lifecycle stage, from discovery to manufacturing. Cloud applications also let healthcare providers (HCPs) cooperate with patients, track their side effects, and prompt patients to seek care when needed. For example, the Centers for Disease Control and Prevention (CDC) teamed up with Oracle to develop a cloud-based health check system that allowed the reporting of COVID-19 vaccine side effects. This quick reporting helped the CDC gather crucial data on the vaccine’s effectiveness, contributing to its further improvements. Medical journals then used this data to debunk myths about the vaccine circulating online and raise public awareness about the deadly virus. Cloud computing provides secure data sharing for clinical trials High dropout rates in longitudinal trials are a big concern for drug manufacturers. An analysis of 71 randomized controlled trials published in leading medical journals shows that 18% of trials have a dropout rate of 20%, which leaves room for biased clinical results. Why do so many patients leave the clinical trials? Many are still designed with life sciences companies in mind, requiring patients to make frequent hospital visits without compensation for their time or effort. Cloud computing is helping to change this by enabling decentralized clinical trials. Source: Pharma Technology Focus Cloud solutions have shifted the burden away from patients. With decentralized trials, patients can now report their health status from the comfort of their homes. With less time commitment and fewer scheduling conflicts, it is no surprise that dropout rates have decreased dramatically. Besides, cloud computing pairs well with AI, allowing scientists to analyze clinical trial data with surgical precision. This is especially helpful in recruiting participants and designing the trials. The cloud also merges with other technologies like electronic health records (EHRs), wearables, telemedicine, and mobile apps, enhancing patient engagement and communication. Sano Genetics is a great example of a cloud app that connects patients with clinical research opportunities tailored to their genetic data. Its Virtual Waiting Room provides personalized content to keep users engaged between trial stages, which helps boost compliance rates. Cloud computing helps to comply with regulations Cloud technology helps life sciences companies navigate a heavily regulated industry without the need to gather physical dossiers. The regulatory submission process has become much smoother and quicker. The regulatory bodies can now access company data directly from cloud servers and track drug safety in real-time. Traditional pharmacovigilance leads to time-consuming manual reporting. Cloud computing makes real-time monitoring possible, allowing timely detection of drug safety signals. The data submitted to the cloud lets regulators perform instant analysis and expedite approvals. What’s more, pharmaceutical regulations change and evolve rapidly, making compliance quite tricky. Cloud technology empowers companies to trace regulatory changes and revise processes and procedures accordingly. Cloud computing improves supply chain resilience Counterfeit products are a serious issue in the life sciences industry, posing a significant threat to patient health and safety. Cloud computing enhances transparency in the supply chain by enabling drug manufacturers to trace every component back to its origin. Real-time monitoring of a drug’s location drastically reduces the possibility of errors and prevents counterfeiting. Cloud-based systems collect data at every stage of the drug’s journey, combating the grey market and ensuring product authenticity. Cloud computing enhances pharmaceutical marketing efforts It is no secret that great marketing starts with having complete, high-quality data. Traditional on-premises systems often struggle with data silos, making it hard to share information and perform solid data analysis. This stifles effective customer segmentation, personalization, and omnichannel marketing efforts. Cloud computing solves this by allowing brands to centralize terabytes and petabytes of data securely. Marketing teams can easily collaborate with other departments and clients, sharing documents and files to create compelling campaigns. Additionally, advanced cloud analytics provide key insights into how to guide HCPs and patients through the sales funnel. It gives marketers a clear view of what really matters to customers – and what is holding them back. Let’s say an HCP browses a pharmaceutical company’s website. Cloud data analytics can monitor the pages they explore, the links they click, and even the areas where they linger. Marketers can then leverage this data to tailor personalized content that meets their specific needs. Not to mention, this kind of personalization is possible in real-time. Cloud technology coupled with AI data analytics helps life sciences companies gain data-driven insights and create engaging, relevant content on the fly. Example of real-time content personalization By analyzing the HCP’s actions on the website, AI-driven cloud analytics can choose the most relevant pre-approved modules and create content that is tailored to their immediate needs. Since customer preferences can shift rapidly, this gives pharmaceutical brands a significant competitive edge in engaging their audience. Let’s Talk Numbers The cloud market is piping hot right now. According to recent statistics, 95% of companies in sectors like public services, manufacturing, IT and technology, retail, and finance now use cloud solutions. It is no surprise that the global market is growing at a compound annual rate of 20%. Another key finding: 96% of respondents said cloud-based systems have exceeded their expectations. However, the survey also shows that only 42% of companies have fully moved to the cloud, while 55% still rely on on-premises solutions to some extent. If the cloud is so effective, why are so many companies digging in their heels and resisting innovation? Let’s explore this further in the section below. Cloud Computing in Pharma Today: Challenges & Solutions Anything connected to the Internet can be vulnerable to cyberattacks. Moving your data from in-house servers to the cloud exposes your system to potential security risks. In addition, this change shifts responsibility for security from your organization to a third-party cloud provider, which can be difficult, especially if there are trust issues. However, if you choose a reliable cloud vendor like Amazon Web Services (AWS), Google Cloud, or Microsoft Azure, these extreme worries are often overblown. Leading providers typically have hundreds of experts dedicated to data security, ensuring your data remains safe and is not accessed by unauthorized third parties. Data sovereignty is another key concern for most pharmaceutical brands as they decide whether to move to the cloud. Personal data is subject to the legal regulations of the country where the individual resides, which can make cloud adoption painful. For instance, if you are based in Greece and want to work with a trusted provider like AWS, you could run into data sovereignty issues, as AWS does not have a data center in your country. To address this, many major cloud providers set up data centers in various countries to enable local data storage. Yet, they must navigate different internet governance regulations to make this happen. Moving to the Cloud with Ease These days, nearly every sector has its own success story of moving to the cloud. However, this shift did not happen overnight. It has brought significant changes to companies of all sizes, impacting everything from business operations to internal processes. If you want to change your infrastructure, the Viseven team is here to guide you through the entire journey. We have over a decade of expertise delivering our cloud-based content experience platform, eWizard, and helping numerous pharmaceutical companies make a smooth move to the cloud. Our cloud services also cover cloud architecture design, consulting, management, DevOps as a service, and cloud cost optimization. Ready to turn the page to the cloud-based future? Get in touch, and we will reach out to you soon.
Essential Steps to Customer-Centric Digital Transformation to Consider Posted on September 13, 2024February 4, 2025 by Marta Fetsatchyn Just having great product offerings is no longer enough. Product centricity is a relic of the past, and a customer-centric approach has emerged as the leading strategy for attracting, engaging, and retaining clients. Modern-day consumers want customer-centricity personalization, but few companies are ready to deliver it. In our guide, you’ll discover how to effectively meet customer needs and achieve a successful customer-centric digital transformation. What is Digital Transformation in Customer Experience? Digital transformation, in short, is the process of implementing and integrating various digital tools into a company’s workflows. This often means switching from usual solutions to new, more advanced ones. For example, going “paperless” and moving all of the documentation to the cloud and keeping only electronic documents from now on can be considered a part of digital transformation. However, there is a lot more to it; such transformation is not just about using different technologies but also digitizing customer experience and finding the proper channels to contact your target audience. Technological advancements go hand in hand with ever-changing customer needs. When something new emerges, people want to try it out first-hand. Once they get used to it, they also want to see the technology used by their favorite brands. One example is TikTok, a platform many people had mixed emotions about. Still, it became a massive platform for boosting user engagement and improving the online experience. Many similar digital solutions and technologies can play a significant role in creating an outstanding customer journey, so accepting this transformation, rather than resisting it, is essential. Why Everyone Should be Customer-Centric? Being customer-centric means prioritizing the customer’s perspective and needs as much as the company’s, consistently placing the client at the heart of all operations. Customer-centricity offers numerous benefits for both customers and businesses. Let’s explore them: A deeper understanding of your customers and their needs. Higher profitability: customer-centric companies are 60% more profitable. Increased customer lifetime value, where the customer is far more likely to come back for repeated purchases instead of seeking business elsewhere. Improved customer retention rates. Stronger brand perception. Reduced likelihood of customers leaving for a competitor. More chances that the business will stand out. Better overall customer satisfaction. Key Stages of a Customer-Centric Digital Transformation Process We define six stages of the customer-centric transformation process: Business as usual The need for change is understood and accepted. However, existing digital tools and solutions are not being used to their full potential, and the current customer experience strategy is often fragmented. At this stage, insights from analytics are not used for further decision-making, and all measured efforts from different departments are isolated. Present and active The business starts to explore the capabilities of customer experience analytics. The company researches, experiments, and tries out new approaches and channels. Employees now realize that change is coming, and more are taking action within their departments to promote test-and-learn programs, experiment, and learn. At this point, resistance to change is the biggest challenge. Formalized The digital transformation journey has begun. The company can identify measurement gaps, find more opportunities for digital transformation, make informed decisions based on analytics, map out a customer journey through various touchpoints, and create digital learning programs. Strategic As the company focuses on integrated experiences across all channels, omnichannel, content, and loyalty metrics gain increased importance. Customer experience and digital customer experience have become top priorities. Employees across all departments and company leaders realize and appreciate the importance of change. Change agents have more impact on decision-making processes. Technology roadmaps are synchronized with overall digital roadmaps. Converged The digital revolution within the organization is already in full swing. New business models help break down silos, unify processes, and streamline operations. Teams use analytics to make data-driven decisions, and improvements are made in real time. Digital transformation goes beyond creating a customer-centric digital transformation and now includes the lifeline of the business. New talent is attracted, with more people being hired and trained. Innovative and adaptive The company is now entirely digitally transformed, and the customer is at the heart of all processes and operations. All employees have the skills to create fulfilling customer-centric journeys and are ready to innovate and experiment if necessary. 7+ Steps for Effective Customer-Centric Digital Transformation How can you create an engaging customer journey that has a real impact? These are the seven steps for achieving effective customer-centric digital transformation: Set your goals Digital transformation has many benefits, but do you understand its advantages for your organization? Such a huge change is guaranteed to have a big impact on an organization’s processes and workflows, which is why it’s crucial to have an understanding of why it’s implemented in the first. Doing something just for the sake of it is not going to bring any success, even if it’s portrayed that way. If you are not sure about your goals for digital transformation, use these questions to set the course for your digital transformational processes: How do we envision the customer-centric future of our company? What should customer engagement look like at our company after digital transformation? Who is our target audience, and how will our digital transformation benefit them? How can digital transformation aid the company in solving customer’s pain points? How can digitization enhance your personalization and omnichannel strategies? What digital products, services, and content can we offer our clientele to meet emerging needs and demands? What key performance indicators (KPIs) will we use to measure the performance of our digital solutions and the success of our digital transformation? How will we incorporate new technologies into our workflows, and how comfortable is our company with experimenting with emerging tech? These questions are a good start for defining digital transformation for your business. Of course, there is more to it, and it’s best to explore this topic with a team by your side, learning more about digitization and its benefits. The most important thing is to know your goals and how customer-centric digital transformation fits into them. Foster customer-centricity in your organization What makes a company customer-centric is that it is those who genuinely care about customers and keep them in mind during every interaction. Everything depends on the mindset, as the best way to provide a client with excellent service is to have first-hand experience of customer-centricity. Start with inner interactions, activities, and processes, ensuring that every employee understands the principles of a customer-centric company and is treated in line with those principles. Educate your employees and regularly update your learning programs, adding more information about new tech, trends, and practices. Another thing you can do is empower employees to perform better and pay more attention to their customers. Reward them for their efforts and provide honest feedback and recommendations on enhancing their skills if you see areas for improvement. By engaging with your teams and creating positive experiences inside your organization, you turn your workplace into a space where everyone can be inspired to get better versions of themselves. Build omnichannel experiences In the modern age, people have profiles on at least 2-3 social media channels while watching news, reading books, and talking to others to get information. What does this mean? Having just 1-2 channels for interacting with customers won’t be enough. Instead, it would be best if you created a seamless transition across the channels your clients prefer to use. 75% of consumers want a seamless omnichannel experience, while only 25% are satisfied with the experience they currently receive. According to Google, omnichannel consumers have a 30% higher customer lifetime value. When building your omnichannel strategy, focus on finding the right channels and connecting them instead of using those channels to share some content and facts about your brand. Don’t force your audience to read the same thing twice. Instead, ensure a smooth flow between channels, where everything you share across them complements one another rather than repeats. Personalize customer journeys 76% of consumers state that they are more likely to shop with a brand that personalizes, with 78% saying that they would make another purchase from a business that offers personalization. A personalized customer journey is critical to customer-centricity, which makes it a huge part of your marketing strategy. First, you need to understand who you will personalize your content for. Learn more about your audience, their likes and dislikes, what they look forward to when they open social media, and what kind of content they usually read or watch for over a few seconds. Gather data non-intrusively through surveys, questionnaires, and even just talking sessions on different platforms. Engaging with your audience and discovering more about them is the first step toward successfully personalizing the customer’s experience. Choose the right tools It’s impossible to have a transformation journey without proper instruments and solutions. To know what kind of tools are best for your business strategy, determine your goals first. By asking the right questions, you can clarify your vision and gain a clear picture of where your company is headed. With a strong understanding of your future objectives, you can then choose the best tools to drive digitization and enhance customer centricity. Here are some of the digital tools and solutions you can adopt at your organization: Digital solutions (e.g., Digital Content Factory). CRM platforms (e.g., Salesforce and HubSpot). Communication platforms (e.g., Slack and Microsoft Teams). Content management systems (e.g., WordPress, HubSpot, and eWizard). Knowledge management platforms (e.g., Confluence, Notion, and Sharepoint). Cloud storage systems (e.g., Google Drive, Google Cloud, Dropbox, AWS, and Microsoft Azure). Applicant tracking systems (e.g., HiBob). Social media marketing tools (e.g., Instagram, Facebook, and TikTok). Data analytics tools (e.g., Microsoft Power BI and Google Analytics). AI-powered tools (e.g., ChatGPT, Secoda, Jasper AI, and DALL-E). There are so many incredible tools that the list can go on for much longer. It’s important not just to choose a couple of tools and implement them into your company’s workflows as quickly as possible but also to make sure that the chosen software is the best pick specifically for your business. Do all of these tools help you tackle some of the business challenges you’ve been facing? Can these instruments aid you and your employees in achieving your goals? Can these tools be smoothly integrated into already existing systems and processes? Do they offer scalability as your business grows? Consider all of these questions before making a final decision. Evaluate your progress Your digital transformation won’t be just a straight road to success. You will deal with difficulties, your teams will sometimes resist the change, and not all of your efforts will reciprocate. And that’s to be expected; what is important to do is ensure that you find the most effective methods for achieving customer experience along your journey and know whether something works or not. To do that, you will need to have clear key performance indicators (KPIs). Here are some of the metrics you can measure: Customer satisfaction; Customer retention rate; Churn rate; Customer effort score; Digital engagement; First contact resolution; Click-through rate; Customer lifetime value. Offer an effortless onboarding process According to Salesforce, 74% of consumers will switch to another brand if the chosen company doesn’t provide a smooth and clear purchase/checkout experience. If you want your client to feel valued, make sure you value their time as well. There are many tactics you can implement to ease the onboarding process, such as: Personalized guidance based on data entered by a customer; AI-powered chatbots; 24/7 live chat; Accessible FAQ section; Automated account creation; Interactive walkthroughs; Simplified registration forms. Remember to use as many visuals as possible to make this process easier for all types of learners. Just plain text or a ton of images won’t do, as some users may find this approach irritating and opt to switch to a different brand instead. Closing Thoughts Digital transformation and customer centricity are the two pillars of business success in the modern landscape, and they are most effective when fully aligned. If you are ready to embrace customer-centric transformation, your focus should shift from “How much can we earn this quarter?” to “How can we provide value to our customers today?”. Soon, you’ll start to see notable changes. To learn more about customer-centric digital transformation, visit our website for exclusive guides, webinars, and events. And if you would like to take your customer-centric strategy to the next level, let us know, and our experts will contact you back in no time.
Data Integrity in the Pharmaceutical & Life Sciences Industry Posted on September 6, 2024February 4, 2025 by Marta Fetsatchyn Data is everywhere. No matter how big your company is or what its main services or products are, it’s likely that it relies on data for daily operations. Good record management practices, quality risk management, and robust compliance frameworks are standard procedures in industries like pharmaceuticals and life sciences. All of it is done to assure data integrity—the glue that holds together all measures and actions performed to keep the data safe, error-free, and complete. In our new article, you will learn more about data integrity in the pharmaceutical and life sciences industry and why maintaining it matters so much. Understanding Data Integrity and Its Relevance Data integrity refers to the concept of keeping data accurate, reliable, and consistent throughout its lifecycle. It is a critical aspect of any organization, as data integrity makes data valuable, enables informed decision-making, and ensures adherence to life sciences and pharmaceutical regulations. Data integrity isn’t a software, service, or product; it encompasses various solutions contributing to improved data maintenance and quality. Importance of Data Integrity in the Pharma Industry It takes just one wrong data entry, breach, or incident for patients and clients to lose your trust. Data integrity is more than just data protection; there are many reasons why it should be a top priority for anyone in pharma and life sciences. Here are a few more reasons why it is so important to maintain data integrity: Patient safety Accurate and reliable data is a cornerstone of the healthcare industry. Achieving effective communication between a healthcare specialist and a patient is impossible if data the healthcare provider relies on data that can be misunderstood, misinterpreted, and misused. Data integrity is a way for healthcare institutions, life science companies, hospitals, and other healthcare providers to ensure that the information their employees utilize won’t lead to incorrect diagnoses or inappropriate treatments and, instead, positively impacts patients’ health and safety. Ensuring the quality of products and services Data integrity equals compliance with all legislations, regulatory requirements, and standards. And when all of these boxes are ticked, it means the products and services are safe for consumers. Even if they’re not the highest quality, they at least pose no risk to anyone’s health. When it comes to improving the quality of products and services, there is another reason why data integrity is so important. Many companies use data insights to better understand their customers and develop better engagement strategies or more customer-centric solutions. With data integrity, companies can be sure that their data is 100% accurate, empowering businesses to be even more proactive with their decisions instead of taking too long to introduce any changes and improvements. High-quality data equals better patient experience, making data integrity’s role even bigger in the pharmaceutical industry. Compliance with regulations Maintaining data integrity is often intertwined with regulation compliance, which is why paying attention to both is even more important. Pharmaceutical companies work with data regularly, and the best way to protect both pharmaceutical industry workers and patients is by achieving full compliance with data integrity requirements and pharmaceutical regulations. This is why it’s so important for companies to utilize proper software for storing and retrieving data, even for processes like content creation. With tools like eWizard, you can guarantee regulatory approval of all your content without needing to go through content manually every time you create something. Proof of data quality Data integrity is a direct reflection of data quality. Maintaining one is impossible without maintaining the other, and only if both are preserved can data be trusted and used to make informed decisions. But how can you be sure that your data is of high quality? This is why data integrity principles exist. Adhering to them guarantees that all of the data you work with is accurate, easy to understand, consistent, and properly collected and stored. Key Principles of Data Integrity In the 1990s, the FDA developed a list of principles of data integrity, which still serve as a framework for working with data and documenting it. These are so-called ALCOA+ principles, and although there are 5 main ones, it’s continuously expanding, and some experts and companies add more guidelines to the list. Let’s take a look at the core principles used by businesses worldwide to this day: Attributable Each piece of data should be attributed to the person who generated it. This information should cover when the piece of data was created and who did it. This can be done with either a physical signature or an electronic one. If every record, document, and any other form of data indicates who was involved in the generation or creation process, it becomes much easier to trace back to the original source in case of any anomalies, errors, or inconsistencies. Legible All data pieces are supposed to be easy to comprehend, readable, and coherent. This principle emphasizes the importance of ensuring that data remains understandable at all times, regardless of when it is accessed and by whom. If only a few individuals can read and understand the data, its utility significantly diminishes. For data to consistently remain valuable, it must be kept accurate, easy to interpret, and safeguarded against misinterpretation. Contemporaneous According to this principle, any data recording should be made in real time. For example, if an event occurs and needs to be documented, it should be done at the moment it happens to ensure that all findings and observations are accurate and represent a real picture of the events and their correct chronological order. With contemporaneous data documentation, it becomes possible to easily avoid any errors and inaccuracies that might come up after data recordings take place. Original All data should be preserved in its original form, and copies should not be used as primary sources. If any piece of data is used after its documentation or creation, it’s crucial that it be attributed to the original source. This principle helps protect data, especially in the long term, by pushing companies, researchers, and manufacturers to create conditions where it is possible to safely store data for longer periods. Accurate All data should always reflect real events and conditions and be complete. All data presented, recorded, and stored should be error-free and complete. At the moment of documentation, data should be recorded without any changes to prevent falsifications and misinterpretations. To achieve data accuracy, every piece of data should be verified and only modified by authorized personnel with proper access. Note: the “+” in the ALCOA+ abbreviation stands for extended principles created after the original ones. Some of these principles are Avaiable, Enduring, Complete, and Consistent. Possible Challenges in Maintaining Pharmaceutical Data Integrity Most data integrity issues are caused by a bad quality culture, poor behavior at the company, bad leadership, disorganized processes, or improperly used technology. In other words, there are quite a few challenges when it comes to implementing data integrity and maintaining it, such as: Too much reliance on legacy systems Many companies in the pharmaceutical industry are still using old, outdated systems to store and manage data. Most businesses realize this is a problem, but due to the inability to retrain staff or invest in better software, no changes have been made. The use of legacy systems might not necessarily be a bad thing, but consider the fact that every year, the use of data continues to increase, and with outdated software, it’s going to get harder to properly store and manage data, which could potentially lead to leaks and breaches if not taken care of. Manual processes Manual processes take a lot of time and are more unreliable and prone to errors. This has nothing to do with the level of expertise or experience of people who work with data. The human factor plays a significant role in gathering and managing data, and with the large volumes of data today, making manual processes error-free is more challenging than ever before. Minimizing human intervention is the best way to achieve maximum data collection and analysis effectiveness, leading to fewer mistakes and safety issues. Poor and infrequent audits Data auditing is a process of reviewing and evaluating a company’s data to guarantee its accuracy, reliability, and compliance with modern standards and regulations. Frequent auditing allows for better control of data and quick identification of any inconsistencies, anomalies, and errors. Data integrity inspections are a normal procedure, and businesses that desire to protect both their employees and patients should be ready to conduct regular audits to monitor and verify the entire data lifecycle. Data integrity breaches and cyberattacks Cyberattacks are probably the biggest enemy of data integrity. Hackers who get their hands on valuable data can do a lot of damage to it and the company that owns the data, such as distributing it to third parties, tampering with it, deleting critical information, etc. This is why it’s so important to implement access controls—cyberattacks can happen to even the smallest companies, so protecting data and its integrity should be a top priority for any organization. Lack of proper training It is true that some, if not most, data-related activities can be automated, but it’s not possible to eliminate human intervention completely. This is why it’s crucial to properly train everyone who might have to work with the company’s data; mishandling data or neglecting safety measures when accessing corporate information that’s not meant only for inner circles can lead to serious issues, including data integrity violations. Current Key Trends in Pharma Data Integrity As both life sciences and pharma industries continue to evolve, data integrity changes as well. New ways to achieve data reliability are already emerging, making once unbelievable technologies a tool for battling hackers, data loss, and other dangers that pose a risk to data integrity. Let’s take a look at 3 biggest trends in pharma data integrity right now: Blockchain technology Blockchain is one of the best solutions for maintaining and ensuring data integrity. Here is a thing: as said before, one of the biggest challenges of data integrity is cyberattacks and data breaches. Blockchain technology almost entirely solves this problem, as when data is recorded on the blockchain, it cannot be changed even slightly without all participants agreeing to the changes. Moreover, blockchain offers much-needed decentralization, where there is no control by a single entity, which leads to increased transparency and minimizing data manipulation. With blockchain, companies can rest assured that their data is protected, properly recorded, and can be easily verified. AI and ML technologies Data has always been prone to errors, and with the rising amount of data in the world, it’s become harder to control data quality. With the help of artificial intelligence and machine learning, it is now possible to detect any data integrity issues at early stages, allowing for corrective action to be taken before any anomalies or errors significantly impact. Artificial intelligence can help manage data quality and safety and reduce manual workload, thereby mitigating human errors and inconsistencies and lowering the risk of cyberattacks. And when it comes to security, adopting AI and automation solutions can actually cut breach costs and improve data protection, helping companies deal with data breaches more effectively. Data governance frameworks According to Gartner, 80% of organizations trying to implement digital transformation will fail because they do not take a modern approach to data governance. Data governance frameworks are crucial for standardizing various data documentation and management processes, including established procedures for gathering, storing, accessing, and retrieving data. Even small businesses today are building data governance frameworks to improve data management, as nearly every modern company collects and stores data in some form. Final Thoughts The role of data integrity in pharma is still evolving. With Pharma 4.0, it will become much easier to integrate good documentation practices, AI-powered tools and systems, blockchain, advanced analytics, and other important technologies to safeguard data and maintain its quality at high levels. If you are ready to learn more about maintaining data accuracy and integrity and the best tools and solutions, leave us a message, and we will contact you immediately.
Influence of 5G on Healthcare Posted on August 29, 2024February 4, 2025 by Andrii Nikulin While the global pandemic feels like a distant memory today, the two years of strain on the healthcare system have left a lasting impact on the industry. COVID-19 highlighted what modern healthcare needs to be: preventative, participatory, and patient-centered. 5G is emerging as a crucial tool to bring the sector closer to that ideal. Its technical advantages over 4G are evident – handling more connections at speeds up to 100 times faster. Although 5G is currently limited to large cities in developed countries, by around 2025, we can expect its reach will extend beyond the urban areas. As this trend unfolds, it is vital to understand the benefits 5G brings, how it impacts healthcare communication, and how healthcare businesses can leverage it. In this article, we will explore these opportunities. But before we begin, let’s define what 5G in healthcare is. What Is 5G? 5G represents the 5th generation of cellular technology and is the gold standard in wireless communication today. Compared to its predecessor, 4G, it offers faster speeds, ultra-low latency, and greater bandwidth. These improvements enable 5G networks to reduce download and upload times, enhance reliability, and provide stronger connectivity. Like other transformative innovations such as artificial intelligence (AI) and the Internet of Things (IoT), 5G transforms healthcare digital communication and data management. Its high-speed network connection significantly impacts clinical trials, provider-patient interactions, diagnostic evaluations, remote monitoring and interventions, and healthcare education. As Eben Albertyn, Chief Technology Officer at VodafoneZiggo, aptly stated: “The network of the future is already being built as we speak. 5G is an important part of that. The speed of technological developments that bring about countless new, smart opportunities enriching our lives is unprecedented.” Main Ways that 5G Benefits Healthcare The benefits of the 5G network in healthcare vary depending on the stakeholder. Let’s explore how this technology impacts insurance companies, healthcare providers (HCPs), pharma content, and pharmaceutical brands. Insurance companies Insurance companies focus on promoting the health of their insured populations. 5G technology plays a crucial role in preventing emergencies, detecting life-threatening symptoms early, and delivering quality care even to patients in rural areas. This is particularly advantageous for those with chronic illnesses and co-morbidities. For instance, using 5G-enabled patient monitoring devices for individuals with diabetes or cardiovascular conditions can save lives and prevent worsening symptoms, which, in turn, positively impacts insurance company’s bottom line. 5G technology can recommend the next steps during surgical procedures based on the latest medical research and facilitate real-time consultations with remote healthcare professionals. Again, the reduced risk of surgical complications offers a range of commercial benefits for insurance companies. HCPs The pandemic exposed many flaws in healthcare. Hospitals avoided pouring money into costly inventory monitoring systems due to tight budgets and the limited return on investment. But when the crisis hit, HCPs were left worried about whether they had enough equipment to care for critically ill patients. High-speed 5G networks can be used not to track not only the equipment but also the bed availability and even people’s movements around the hospital. This real-time data helps manage hospital operations and curb the spread of viruses and infections. 5G network also improves provider-patient interactions. Combined with sensors, teleconferencing enables providers to monitor patients’ vital signs without leaving their hospitals. With 5G’s ability to transmit large data packets, it is possible to track blood pressure, heart rate, and blood sugar levels multiple times a day. This marks a significant shift in patient care, as it allows for more accurate diagnoses and a better understanding of which treatments are effective and which are not, compared to relying solely on occasional hospital visits. Pharmaceutical companies Pharmaceutical companies can transform their approaches to clinical trials with the help of 5G networks. The success of these trials hinges on the continuous flow of patient data to assess the effectiveness of interventions. Traditionally, trial participants either visit hospitals for examinations to track vital signs or perform self-assessment and manually enter their data on a website. With a 5G network, life sciences companies can remotely monitor patients’ health in real-time using IoT devices. This immediate access to clinical data allows pharmaceutical brands to spot the links between treatments and patient outcomes faster, speed up trial timelines, and trim the related costs. If a treatment is found ineffective, drug manufacturers can quickly pivot, avoiding unnecessary expenses. Common 5G Healthcare Use Cases Earlier, we gave a brief overview of some potential use cases while discussing the benefits of 5G networks. Now, let’s explore them in more detail. Virtual consultations HD video empowers HCPs to keep the lines of communication open with patients, regardless of their location. Video consultations can be a viable solution when an examination does not require physical interaction. These consultations are ideal for initial assessments, visual diagnoses (like certain hair conditions or wound care), psychological sessions, or routine check-ups. High-speed transmission allows for effective communication, lowering the chances of a doctor mishearing and making a mistake. Virtual consultations ease the burden on patients by reducing the need for travel and lowering appointment costs. A study found that this level of patient involvement can cut down annual costs for patient visits by up to 31%. 5G-enabled virtual consultations have also become a critical lifeline for people with disabilities or serious conditions that affect mobility. Patients in remote areas benefit from quick access to care and are less likely to postpone treatment. Remote patient monitoring Medical professionals generally have busy schedules, often seeing an average of 20 patients a day. Unsurprisingly, many HCPs experience burnout, which can eventually impact their clinical judgment and lead to compassion fatigue. The critical point is that not all 20 patients need to travel to primary care facilities. Sometimes, they do not have any significant complaints and just want to have their vitals checked. 5G technology enables continuous remote monitoring of patient health throughout the day. This gives HCPs a fuller picture of their state and reduces their intense workload. Meanwhile, patients no longer must wait long to find an open slot in the doctor’s schedule. Additionally, some patients feel anxious and uncomfortable in a hospital setting. Using connected devices at home can eliminate this issue and often provide more accurate results, especially in cases with blood pressure or heart rate readings. Benefits of using 5G along with data management and analytics platform Education sessions Thanks to low latency and high bandwidth, 5G enables healthcare organizations to adopt advanced technologies like augmented reality and virtual reality in healthcare. These tools facilitate education for students by allowing them to immerse themselves in a learning environment without the fear of making mistakes. A stable and fast internet connection ensures that learners in remote areas receive quality self-education. Moreover, 5G supports seamless operation of educational applications, providing quick access to learning materials and facilitating effective communication between teachers and students. Assistance for people with visual impairments Activities like entering a coffee shop, walking the dog, or reading road signs are second nature for most people. But for someone with visual impairments, these tasks can be taxing. A 5G-powered AR/VR headset allows them to connect with an advisor in real time for help. This not only helps to improve their daily lives greatly but also reduces the risk of accidents. The reliability of 5G ensures they are never left stranded due to weak connectivity. Video-enabled medication adherence Medication adherence is crucial for achieving the desired clinical outcomes. However, it can be challenging for patients to stick to their prescribed therapy, especially when they have co-morbid conditions requiring multiple medications or when they are more likely to forget their treatment regimen due to underlying issues, such as mental health conditions. 5G technology bridges the gap by connecting these patients with pharmacists or caregivers through high-definition video. This helps to ensure patients take the right medication at the right dosage and time. Connected ambulance In an emergency, every minute counts, and a delay in healthcare services can be fatal. A connected ambulance enables medical professionals to gather and transmit vital medical data before reaching the hospital. Wearables and HD video cameras provide real-time updates on the patient’s condition during transport to the emergency department. When the patient arrives, hospital staff are usually ready with the necessary equipment and know what actions to take. Sometimes, HCPs can connect with paramedics remotely to guide specific diagnostic evaluations or medical procedures. Ideally, this could mean the patient does not need to be transported to the hospital at all, receiving all necessary care on-site. Connected ambulance Source: IoT Business News Security Challenge and the Best Ways to Address It When large volumes of data are transmitted, security challenges inevitably arise. And when that data is as sensitive as medical records, the security risks increase exponentially. 5G networks must be protected from cyberattacks to ensure safe healthcare interactions. There are three key strategies for ensuring the secure use of 5G networks in healthcare: Encryption methods Robust encryption methods must be implemented to protect data transmitted between endpoints. This ensures that even if data falls into the wrong hands, hackers will not be able to decipher and make use of it. As risks evolve, encryption strategies must also become more sophisticated to prevent cyberattacks. They should be agile and innovative enough to minimize the risk of hackers intercepting communications between 5G network users. AI-driven risk identification AI and machine learning (ML) should be leveraged to detect and respond to security intrusions effectively. These technologies are invaluable for isolating infections, identifying threats, analyzing traffic, and examining network packets. However, healthcare organizations should prioritize data security testing when using AI algorithms, as it is a technology still in development. This helps address privacy gaps that may emerge as innovation evolves. Comprehensive government response Government regulators should develop rules and standards to protect healthcare stakeholders’ privacy as technology expands. It is increasingly important to create a framework of standards for using connected devices, always-on networks, and data processing equipment. While these regulations must ensure the complete security of sensitive data, they must not impede the development of communication networks and interoperability. Future Trends in 5G Network As of 2024, the 5G healthcare market is worth an earth-shattering $85 billion. By 2034, this number is expected to soar to $1.8 trillion, with a compound annual growth rate (CAGR) of 35.7%. The growing demand for improved provider-patient communication and the increase in the use of remote healthcare monitoring devices will continue to fuel this market growth. The increased bandwidth, low latency, and high speed of 5G will reshape healthcare, enabling pharma companies to discover drugs faster, supporting remote patient evaluations, and helping HCPs deliver medical services in distant areas without leaving hospital rooms. In the coming years, several healthcare trends will emerge with the spread of 5G. As the number of patients grows, challenges related to managing patient data will become more pronounced. 5G will enable secure and seamless data transfer between HCPs and healthcare facilities. Сost-saving measures will be crucial, with the ongoing shortage of medical professionals and constrained hospital budgets. 5G allows organizations to reduce in-person costs and alleviate the burden on HCPs. IoT medical devices will be widely used to monitor patients’ health, providing real-time insights that will lead to more effective, evidence-based decisions regarding patient care. HCPs will increasingly rely on exchanging high-definition videos and images, like mammograms and X-rays, to make clinical decisions remotely. Bottom Line Combining 5G with innovative technologies like AI, ML, and IoT can drastically change healthcare delivery, making it more connected and personalized. 5G can empower patients to become active participants in their care. This would improve their quality of life, reduce hospital visit costs, and eliminate long wait times for minor requests. 5G enhances the personalization of healthcare. Activities such as remote examinations, interventions, and assistance share a common goal: prioritizing patients’ needs for convenience, efficiency, and cost-effectiveness. Ultimately, the success of any new technology depends on how effectively it addresses patients’ pains and needs –– and in this regard, 5G excels.
Pharma CRM: A Comprehensive Guide Posted on August 1, 2024February 4, 2025 by Andrii Nikulin In the pharmaceutical industry, customer relationship management is not just nice-to-have — it’s a fundamental necessity. Pharma is changing fast. New business models, complex regulations, and advanced technologies are pushing drug companies to work harder than ever to stay competitive. On top of that, the global pharmaceutical market has grown plenty in recent years, reaching an estimated $1.6 trillion in 2023. This is an increase of more than $100 billion compared to 2022. Source: Revenue of the worldwide pharmaceutical market from 2001 to 2023, Statista Just like in other industries, effective marketing and sales strategies in pharma rely on understanding and managing relationships with your clients. At the same time, the internet has made it easier for patients and doctors to find information about medicines, giving them more power to choose what works best for them. Because of these changes, pharmaceutical companies are rethinking how they do business. Instead of just focusing on making different drugs, they’re now trying to understand their customers better. And you can’t do it well with spreadsheets and manual data tracking. That’s where CRM software comes in to help pharma companies maintain and enhance these relationships. So let us see what makes this technology so indispensable in the sector nowadays. What is Pharmaceutical CRM? CRM, or customer relationship management software helps you manage relationships and interactions with your customers or prospects, track sales activities, and optimize marketing strategies. Often this software offers features like data analytics, personalized engagement tools, compliance management capabilities, and more. Pharma CRM software enables companies to build better relationships and enhance engagement with customers, improve sales effectiveness, and overall drive business growth. Main Advantages of CRM in the Pharma Industry Current market research shows steady growth in the global pharmaceutical CRM market, confirming the increasing adoption of the solution. In 2023, the market size was valued at $4,156 million, reaching $4,356 million in 2024. Experts predict this growth will continue. They expect the market to grow by 4.8% each year from 2024 to 2033. By 2033, they think it will reach $6,643 million. The rising adoption of these systems can be attributed to several key benefits they offer to the pharmaceutical industry. Better data management and analytics The first big benefit of pharma CRM systems is that they serve as a centralized repository for all customer-related data, consolidating information and interactions that previously were scattered across multiple departments and systems. This centralization is advanced even further by the CRM’s ability to integrate data from different sources, like sales, marketing, research, and even external databases, providing a comprehensive view of each customer and the market as a whole. Moreover, the real-time nature of data updates in a CRM solution ensures that information remains current and accessible. Sales representatives can input data during or immediately after their interactions with healthcare professionals, keeping everyone at the company informed and on the same page. With this wealth of consolidated data, pharmaceutical companies can utilize analytics tools to gain impactful insights, from predicting future market trends to analyzing products’ performance across various regions. This empowers companies to focus on relevant metrics and make data-driven decisions. In-depth view of a customer lifecycle journey Another key benefit of pharma CRM software is the ability to track customer lifecycle journeys, allowing pharmaceutical companies to see and study the entire process of converting potential leads into loyal customers. This feature offers complete visibility of each HCP’s journey, from initial contact to becoming a regular prescriber or customer. The system tracks various stages such as awareness, interest, evaluation, trial, adoption, and loyalty for each product or service, allowing for a complete understanding of the customer’s progression. By understanding where each customer is in their journey, you can personalize your communication and marketing strategies accordingly. Advanced workflow automation Most pharma CRM software solutions can automate various sales and marketing activities. The CRM solution can automatically schedule follow-up calls, send reminders for important meetings, and even generate personalized emails to healthcare professionals based on their interactions and preferences. This not only saves time for sales representatives but also ensures consistent and timely communication with customers. Marketing efforts also benefit greatly from automation. The CRM platform can automatically segment customers based on various criteria, allowing for targeted marketing campaigns. It can then track the performance of these campaigns in real time, providing valuable insights for future strategies. Automated reporting tools can generate regular performance summaries, saving hours of manual data compilation and analysis. Key Features of Pharma CRM Software Pharma CRM systems differ from traditional CRM software because of specific industry requirements and regulations. For instance, while standard CRM software focuses on general customer data, the pharmaceutical CRM system needs to be tailored to manage relationships with healthcare professionals, like doctors, nurses, and pharmacists. Hence, these industry-specific systems may often include features for tracking prescribing behavior and influence. Real-time monitoring and insights Getting real-time insights is crucial for any business, as it allows you to make decisions quicker and overall be more agile in your responses to market changes. This feature enables pharmaceutical companies to track and analyze data as it’s being entered or updated, providing visibility into different areas of business. Depending on your vendor, certain CRM platforms can even analyze and report how your audience interacts with your content. At the heart of this feature are live dashboard updates. As data is being entered or changed, your dashboard should update automatically, giving you an instant view of required KPIs. This is valuable both for tracking sales representatives’ activities and results, and for marketing to see the feedback on their campaigns. Closed-loop marketing Closed-loop marketing is a process that uses client feedback and data to continuously enhance marketing efforts, creating a cycle of constant refinement. This detailed information on interactions, preferred channels, and more help sales team personalize their approach to meet the clients’ need and expectations. With a pharmaceutical CRM software both sales and marketing team can access real-time insights which are shared between the teams to guide sales strategies and marketing decisions. Consent management Consent management is a feature that is rarely discussed, existing mainly in pharmaceutical CRM software. This functionality addresses the complex challenge of collecting and managing customers’ consent in the life sciences industry. As pharma companies grow, it becomes increasingly harder to handle consent manually. Not to mention, risky. Therefore, certain pharma CRM systems offer to automate the consent collection process while ensuring compliance with industry regulations. All collected consents are managed in a centralized platform, eliminating the risk of data loss, and allowing to see a full consent history. Sales representatives can send a tailored consent page to customers with checkboxes for different types of personal data. And if a customer refuses to consent, the CRM software immediately disables communications. Visits and route management This special functionality in the pharma CRM system is designed to help out the field sales and service teams optimize their daily schedules and travel routes when meeting with healthcare professionals or visiting pharmacies. The CRM platform uses advanced algorithms to create the best itineraries, taking into account location, priority of clients, and time constraints. It also helps track travel time and distances between appointments and allows for adjusting schedules on the fly when unexpected changes occur Sample management and compliance Pharma businesses can occasionally send samples of their products to healthcare professionals as a part of their promotional activities. All of these activities need to be tracked. The sample management feature does just that. It monitors sample requests, manages inventory levels, records distribution, and captures data on sample usage and feedback. The CRM platform ensures that sample distribution complies with industry regulations, which can vary by country or region. It typically includes features to set limits on the number of samples that can be distributed to a single HCP, track expiration dates, and maintain detailed records of all sample-related activities. Omnichannel communication If you notice that your communication with customers is getting ineffective and slow, it might be time to involve a CRM system that has a multi or omnichannel communication feature. Today, patients and HCPs interact through many channels, from phone calls to Instagram tags. A good CRM platform brings together these diverse customer interactions into one unified platform, ensuring that all customer queries are handled efficiently and no feedback falls through the cracks. With this integration you’ll be able to reach your target audience on their preferred channels, improving customer experience, and it will be much easier for your team to handle communications. In the end, you’ll have consolidated customer data with detailed insights, allowing you to make informed decisions. How to Choose Your Pharma CRM The pharma industry needs CRM software. Emerging regulations and policies, complicated procedures and processes, intense market competition — it’s all too much to handle without adequate technological assistance. Which begs the question — how do you choose the best pharma CRM software for your business? First, it’s vital to understand your immediate goals and strategic objectives. Don’t just go for a CRM system that has the most features, because you might end up paying for functionality that you won’t ever use. Define the KPIs that you want to improve and focus on CRM software that is designed to do just that. Another factor that’s crucial to mention is how a CRM provider helps its clients to migrate to new software. Often, migration is not a walk in the park, it needs to be handled professionally and with an individual approach. Ask your candidate providers about the whole process. Here are some questions that you might want to ask: Are you able to customize the CRM platform to ensure that it integrates with the existing tech stack? Will you provide a dedicated manager to help us handle the migration? Are you helping clients with the import of data? Can the CRM software be customized to our requirements and workflow? Do you have a 24/7 customer support service? Oftentimes, generic CRM solutions will not fit your needs compliance-wise. That’s why it’s best when a CRM platform is specifically designed for the pharmaceutical sector and includes compliance management features. Look for CRM that offers robust customer data management, sales force automation, and marketing campaign tools tailored to the industry. Next, focus on the ability of a CRM platform to support digitizing customer experience. In the modern age, HCPs expect seamless, personalized interactions across various channels. Good CRM software should offer multi-channel engagement functionality, allowing your team to interact with customers through their preferred methods: email, mobile apps, online portals, and more. Look for features that enable personalized content delivery, virtual meeting support, and digital signature capabilities to enhance the overall customer experience. Another crucial aspect to consider is the analytics and reporting capabilities of CRM software. The system should provide real-time insights into customer interactions, sales performance, and market trends. Advanced analytics can help you make data-driven decisions, optimize your marketing strategies, and identify new opportunities. Lastly, consider the vendor’s reputation, client portfolio, case studies, and future development roadmap. Choose a vendor with experience in the pharma industry who understands the unique challenges and requirements of the sector. Look for a provider that offers comprehensive training and ongoing support to ensure your team can fully utilize the CRM’s capabilities. Bottom Line As we’ve stated at the beginning and proved along the way — pharmaceutical CRM isn’t just nice-to-have, it’s an absolute must-have. By leveraging the power of industry-specific CRM, pharma businesses can streamline operations, build strong customer relationships, and stay ahead of the competition. From improving sales force effectiveness to ensuring regulatory compliance, the right CRM solution acts as a catalyst for growth. The industry continues to evolve, and those who embrace and optimize their CRM systems will be best positioned to thrive in the digital age of healthcare.
Digital Transformation in Pharma: Barriers and Impact Posted on February 22, 2022February 4, 2025 by Andrii Nikulin Over time, pharma gets under fire due to its excessive talks about ‘digital transformation.’ It needs to be clarified what these words refer to and whether these grandiloquent statements work for actual doctors and patients. How many healthcare professionals and patients have yet to see the impact of digital technologies in the healthcare industry? Has it already improved pharma’s daily operations? Let’s figure out where the pharma sector is on the road to the digital age, how this process is changing how they do business, and how it affects the HCPs and patient engagement. What is Digital Transformation for Pharma companies? “Every digital transformation is going to begin and end with the customer, and I can see that in the minds of every CEO I talk to.” Marc Benioff, Chairman, and Co-CEO, Salesforce. Digital Technology in the pharmaceutical industry pushes us to change, poses challenges we don’t want to take, and makes us move forward. These changes may be dramatic. But when life wants us to grow, it makes us change to remain competitive. The problem is that digital technologies are changing faster than we are, leaving us with no choice but to keep pace. When we speak of digital transformation reshaping, we mean the natural evolution of existing processes with new technologies, introducing patterns and strategies that enhance customer experience, and building a genuine dialogue with the customer. In the pharmaceutical sector, this process was launched three years ago, when the pandemic, without much readiness, forced life sciences to increase their digital innovation culture drastically or, in particular cases, grow it from scratch. Looking back, we may go through all cliches of that period, but the digital shift declared a standard of communication with customers. Digital Transformation Barriers: where are we? Where are we now on the road to digital success? Despite being spurred by the pandemic, the digitalization process runs slowly. In terms of pharma digitalization, there are still many regions on the map where companies’ digital development level is consistently low. This map shows how pharmaceutical companies assess their readiness to become digital organizations. According to this map, the digitalization process among countries remains uneven. This is primarily associated with the poor scalability of implemented solutions among the regions and resilience to changes. Now, 1/3 of pharmaceutical companies believe they need to be better resourced for digital engagement. The other 40% report a need for more talent and the right technology for transformation. It’s important to understand that each industry has its own specifics and digitalization in pharma won’t be as smooth as anywhere else. However, this process highlights the areas where the mindset change should happen and what soft spots digital business processes transformation is designed to cover. How does Digital Transformation reshape the Pharma industry? Digital innovation in the pharma sector can help companies perform better by increasing productivity and reducing costs through collaboration, digital technology centralization to optimize delivery, and empowering a company or department. supply chain A global pharmaceutical company is experimenting with VR in its manufacturing operations. Managers can cut training time in half by creating virtual training programs that render production environments and speed up the path to excellence. streamline processes and marketing efforts Another biopharmaceutical company reduced its marketing spending by 20% by building a global system. The move followed a duplication analysis, in which the company found that up to 60% of localized asset-creation activities were duplicative. The company now has a centralized content center to deliver standardized marketing materials in flexible formats to more than 40 local markets. acquiring talent more efficiently The medical company double-checked the licenses of applicants for a nursing license during the interview. This included visiting the verification website, taking a snapshot of the applicant’s license, and storing the information in the applicant’s file. The HR bot was able to automate 80% of the process. Robotic process automation resulted in a 65% reduction in labor costs and a reduced risk of errors. This freed up the equivalent of one full-time job, allowing employees to focus on more critical activities. Disruptive Technologies and Market Dynamics Digital technologies can help companies deliver a competitive, digitally enabled, engaging, impactful experience to customers, the workforce, and ecosystem external partners. Key disruptive technologies include using digital tools to engage patients and other stakeholders remotely, involving social and other community networks, and personalizing experiences with user data to deliver excellent value. Creating a platform for customer experience.The Patient Service and Care Management Platform delivers consistent patient experiences across all channels and enables treatment adherence and care coordination with an entire network of healthcare providers for each patient. Through connected apps and devices, it supports digital therapy, helps improve patient outcomes, and helps health professionals coordinate patient care management. The platform analyzes internal and external data to gain insight into patient care and interactions and can integrate with the platform to analyze real-world data. Connecting patients, biopharma, caregivers, health care providers, and other stakeholders. The platform helps biopharma companies build partnerships with advocacy groups and providers to enhance patients’ experience with complex, chronic, and terminal diseases. It supports a next-generation digital healthcare network focused on patient support and digital engagement. Patients who consent to share their data receive information and updates from the sponsoring organization (typically biopharma companies and patient advocacy groups) to help navigate their disease. Optimizing the content provided to health care practitioners. A large global biopharmaceutical company has created a self-service portal for more than 30,000 practitioners across Europe to access digital marketing and sales materials in various media. The content shared with each practitioner differs based on previous browsing habits, allowing for custom targeting and enhancing the effectiveness of the marketing approach. Artificial Intelligence in the Pharma Transformation Over the past few years, the use of Artificial Intelligence in the Pharma industry and Life Sciences has become a trending topic. Many pharmaceutical companies are progressively implementing more efficient automated processes that include data-driven decisions and use predictive advanced analytics tools. The next step of this advanced data analytics approach will consist of artificial Intelligence and machine learning. Some of the ways AI is being applied in the pharmaceutical sector today include the following: Manufacturing process improvement Drug development Processing biomedical and clinical data Rare diseases and personalized medicine Identifying clinical trial candidates Predictive forecasting Drug adherence and dosage From early-stage drug discovery to prescribing options, the use of Artificial Intelligence is growing steadily within the pharma industry, with an estimated market volume reaching $10 billions by 2024 (including diagnostics, AI-based medical imaging, personal AI assistants, genomics, and drug discovery). Can we hold the digital transformations back? Remember your life before the pandemic; now, it seems like a dream to you, right? Like no other, these two years greatly impacted our lives, habits, and priorities. In 2019, marketers expected a quick end to the pandemic and a return to routine communication with customers. After three years, again like a dream, the pandemic is slowly receding (at minor restrictions). It begs the question: do we need to digitalize further? And will this process be slowed down now? No. Because the digital shift catalyzed some fundamental changes. Pharma marketing has always been a complicated environment characterized by complex relationships with its target audience. However, the shift towards digital innovation in pharma has exposed many problems that previously needed to be tracked. Searching through the old reports is like getting into a time machine that can take us back to changes that have taken place. The retrospective looks as follows: In 2019, 77% of pharma companies reported issues with content localization/translation. Only 28% could repurpose their content with a little manual effort. Back then, 62% say their organization has yet to make plans for using AI-driven content technologies. The most significant impact of digital technology in the pharmaceutical industry was on HCP engagement. Before COVID-19, 64% of meetings with pharma sales reps were held in person. During the pandemic, this shifted to 65% of meetings being held virtually. The old patters revolve primarily around internal content production issues in the pharmaceutical industry and don’t consider the main factor – HCP’s experiences. Today, searching for personalized experiences for the customer is the cornerstone of all companies that want to withstand competition in the market and have a serious competitive advantage. In the end, we should remember that technology exists to make our life easier. In life sciences, the ultimate goal of Digital Transformation is to introduce new technologies that will allow space and time for more strategic decisions on customers. These technologies should solve the long-standing issues of MLR optimization, content and taxonomy management, and multivendor environment support. Transformation in the Pharmaceutical sector: what it refers to Pharma often speaks clichés, but most critics are associated with a lack of clarification of what it refers to. The pandemic exposed many problems in pharma that, in the new era of communication, cannot remain unresolved. We’ve tried to highlight them all for you to see that Digital Transformation usually touches people, processes, tools, and content, areas where innovations are needed to simplify the internal processes that often hinder the natural evolution of companies toward strategic marketing. Why do we need it? In communicating with our customers, we should remember that the biggest shift occurred in patients’ mindsets. Not speaking their language, we can compare our audience to distant stars we try to reach in the dark. The main driver of prescriptions in the pharma industry is loyalty. The main factor that affects loyalty is the message your brand translates. Feel free to learn about it by checking our pharma digital transformation case study. Companies that help with pharma digital transformation Such professional services companies as Mckinsey, Vaimo, and Viseven are driving Digital Transformation by offering an end-to-end content operating model that is aligned with strategy, and ready for scale and innovation adoption. Viseven combines technology and marketing expertise mastering the entire chain of enablers to deliver a best-in-class digital experience. Contact us to learn more about how we enable digital transformation for pharma businesses of all sizes and maturity levels.
How is Virtual Reality used in Healthcare and Pharma Industries? Posted on June 7, 2018February 4, 2025 by Andrii Nikulin The future is unpredictable on every occasion. It significantly influences our daily lives with more technologies that we couldn’t even imagine back in the day. From social networks and media to touchphones and complex applications, digitalization changed our way of perception of things. Even more, it has changed a lot of business approaches and industries. As for the pharma and life science industry, the digitalization and use of modern technologies became a like a breath of fresh air, forever impacting the most vital thing for healthcare in common — communication. Modern-day pharma faces the enormous challenge of shifting to more efficient ways of engaging doctors with the recent explosion of VR and AR technologies. What does it mean? Imagine presenting your clinical data simultaneously, using any suitable device instead of manually sorting out and laying huge rows of useless documentation on the table. The wide range of scientific resources and data usually contained from a bunch of digitals and charts can be presented in a visual form, hands-free, and portable whenever and wherever it is most in demand. “The pattern of activity in a brain region involved in spatial learning in the virtual world is completely different than when it processes activity in the real world,” said Mayank Mehta, a UCLA professor of physics, neurology, and neurobiology at UCLA College and the study’s senior author. Let’s see how virtual technology helps to build strong patient engagement. What is Virtual Reality in Medicine? Let’s start with what VR is. Usually, this is something associated with video gaming: users can watch some virtual objects superimposed on the display and sometimes even interact with them. Since 2012, technology production has become massive with a huge explosion of Oculus Rift, HTC Vive, Gear VR, and Google Cardboard. Since that, it has become a massive hit at medical conventions, conferences, and live events. Denise Strauss, former VP of cardiovascular marketing at Boehringer, now VP, and head of marketing at Sunovion Pharmaceuticals, notes: “For sales reps, rather than walking into a physician’s office with print material, the Google Cardboard VR experience immediately catches their attention.” At this point, virtual reality technology in healthcare can be easily confused with augmented reality (AR), as they share the idea of bringing virtual objects to the user’s perception. Yet VR and AR are significantly different. While VR devices are aimed to detach a person from real-life entirely, augmented content is a consequent response towards delivering information directly into users’ eyesight without losing touch with the real world. With AR, you stay in a physical world with added virtual elements. Hence, it might bring a better understanding of users’ real-world experiences. Still, we are going to focus more on virtual reality in healthcare. So what does it offer? 4 Production Modes are offered by Virtual Engagement: Theater mode 360-world video’s combination of content and images presented on a simulated theater screen can drive deeper engagement with your brand among its potential audience. For physicians, if it’s for training or educational purposes, VR solutions such as simulation can help get an inside view of patients’ inner processes and conditions, which are usually hidden. For example, how it feels to “experience” Parkinson’s disease or migraine, what symptoms may occur, or to view the whole migraine aura. 360-degree video The most widely used VR tool. Despite being unable to change the user’s position while watching, it remains a significant virtual immersive experience and education provider. With the help of VR equipment, patients may observe how the prescribed drugs and medicines work in 3D just before their eyes. Another example is LOROS hospice in Leicester, which created a VR film of a walk in a park to provide respite to terminally ill patients. Simulated 3D Environments Designing, implementing, and integrating 3D objects into the VR world with a particular software such as Cinema 4D or Maya allows users to determine their position. For example, the audience can interact with your drugs at the molecular level and integrate the data in a 3D world. Gesture-based Interactivity This activity has its peculiarity — the ability to recognize human gestures while interacting with VR objects. It works perfectly for patients with movement disorders. Implementation of Virtual Reality in Healthcare In modern healthcare, the use of VR is adopted to help patients and doctors achieve better results in treatments, including surgery, physical and cognitive rehabilitation, pain issues, mental health, and others. Medical Education and Training Modern medical universities like George Washington University are implementing VR into learning and medical training for real neurosurgery and thoracic surgery. VR allows for creating and exploring an operating room with a model of a patient’s brain and body before performing a procedure. It significantly improves the awareness of doctors doing surgery, patients lying under surgical blades, and even their families, who can better understand procedures ahead of time. Another good example is that the company that produces stents for cardiology or angioplasty can use VR to provide doctors with a safe experience. Instead of providing clinicians with reading materials and presentations, VR training creates an immersive space to describe a production process, explain usage, and educate about correct device implementation. Pain Management Did you know that your brain doesn’t differentiate between real and fake? We must look for additional triggers and questions to identify whether something is true. Meanwhile, our brain always lives “between worlds,” easily mixing the real world with imaginary stuff and not caring to discover what is what. Does it sound unpleasant to you? Either way, it works perfectly for such medical purposes as pain management. Thomas Caruso, MD, a pediatric anesthesiologist at Lucile Packard Children’s Hospital Stanford, states, “pain is a perception that’s coupled to your attention, mood, and emotions.” It means that if a patient’s mindset can be less focused on the surgery moment or other unpleasant nuances of medication, they will more likely feel less pain and struggle — significantly influencing the therapy. A good example is patients being busy with medical VR games and barely feeling the stick of a needle or an IV going in. Also, using VR helps patients to deal with the fear of dental care – or even losing it all — because of decreased pain. Physical Therapy and Rehabilitation At this point, using VR gives many healthcare possibilities. First, it allows clinicians or medicine developers to feel what the patient with Parkinson’s disease feels regarding movement. This experience will enable doctors to step into patients’ shoes and create a more accurate treatment approach based on practical knowledge. Second, it gives a proper rehabilitation space to help patients suffering from movement disorders and diseases. In the medical VR environment, the patient interacts with objects doing necessary exercises. The overall gamification of the procedure makes people forget about the pain and different psychological factors that may distract and interfere with rehabilitation. For example, children with complex regional pain syndrome (CRPS) experience pain in one or more limbs almost all the time. Medical VR games like squashing watermelons help them to focus more on the movements and the game rather than pain and stress. As a result, children’s confidence is increasing, and treatment improves. Virtual Reality in Pharmaceutical Sales Using VR tools gives enough space for unique promotion ideas for pharmaceutical companies. As marketing and sales communications are often a question of content and delivery, we all know upfront that PowerPoint presentations and PDF brochures with walls of text and strange infographics will bore healthcare professionals to death. As a result, you get the interruption of communication. Not quite an outcome you expect from your revenue teams, right? Your target audience will likely be impressed with what VR offers. This is where the “customer journey” term becomes literal: you can take the HCP through the prepared virtual project demonstrating the medication and how it works. Users can be presented with an analog of the human body and see how its health is affected by the medicine you present. VR in pharma marketing convinces people much stronger than any possible wording on your next sales slide. Pros and Cons of Virtual Reality in Healthcare VR technology isn’t for everyone. Unfortunately, it is not a cure-all for every disease, and its possibilities are limited. The implementation of VR may be costly and take some time. The VR hardware glasses range from 60$ (Google Daydream View) to $1,500 (HTC Vive Pro Eye Full Kit). Also, these kits are fragile and need to be maintained regularly. You may need additional software that fulfills your business needs. At this point, there’s a need to find an appropriate team of developers who can create a unique application for healthcare based on virtual engines like Unity or Unreal Engine. Some people may feel nausea, similar to motion sickness, as their vestibular apparatus did not adapt to the new environment. Getting used to VR may take some time or several sessions. The main problem is that VR is a young technology, and its use standards and policies are still being determined. It is getting less severe with every technology update — the better software and hardware, the fewer people feel the discomfort. Despite VR providing the best immersive experience, it is still not a panacea for education. A virtual environment works perfectly for describing information or engaging in new activities. However, it can not provide 100% immersion as it does not give a user proper hand control. For example, it can simulate surgery and let you go through every aspect of the operation. Still, it cannot give the feeling of a scalpel in hand, living tissue, and other nuances that are possible only in the real world. Nevertheless, the benefits of virtual reality in healthcare are much more significant and valuable to those whom it helps to stop struggling. As we listed above, from educational and training purposes to unique therapeutic experiences and rehabilitation, the future of virtual reality in healthcare is quite promising. See and feel for yourself: once you get your headset, there are thousands of medical applications of virtual reality which do not require a doctor’s prescription. Instead, these applications promise better health and wellness for specific conditions. For example, Embodied Labs, a company specializing in immersive educational technology, created an educational app for caretakers. This app holds several training sessions that address the issues of hearing loss, eyesight, and dementia. The healthcare market is growing, and the pharmaceutical sector will be constantly updated with new VR ideas and solutions, improving medical education and patients’ procedures of treatment. If you still have any questions about VR technology or want pharmaceuticalexpertise, do not hesitate to contact us. Our experts will provide you with full consultation.
