With all the buzz around 15th annual eyeforpharma Barcelona 2017 gradually calming down, we want to highlight the most essential trends and the hottest topics discussed, as our team not only had a chance to attend panel talks and workshops, but also presented digital expertise together with Teva at the conference stage. So, check out the list to discover thought-provoking ideas worth sharing.
United for Healthcare. Driven by Outcomes
This keynote implies that pharma should collaborate to develop meaningful solutions for patients and create truly integrated model. The approach was presented by Peter Guenter, the Executive Vice President at Sanofi. He considers the future of pharma to be in creating targeted solutions that drive better communication. Also, Peter underlines the importance of the integrated care model that brings value to each of the stakeholders:
- Patients get real control over their health conditions, as well as the treatment processes.
- Payers can benefit from outcomes-driven model, as life sciences companies acquire more customer-centric approach.
- Pharma companies gain the desired relevance and sustainability.
Though the model is not new to industry players, pharma efforts are split still, especially in chronic diseases treatment. For example, diabetes management is a 24/7 job, that’s why pharma should collaborate with external tech agencies to create a wrap-around service for chronic illnesses, meeting the complex, ongoing patients needs for 360-degree support. As finally, such integrated solutions will reduce treatment costs by 20% and help each stakeholder benefit from that.
Common Challenges and Basic Stages of Internal Organizational Transformation
So, which integrated approach should pharma address? Alistair Grenfell, President of North Europe Middle East and Africa at QuintilesIMS, mentioned recent researches, which prove that transforming the organisation internally is one of the main pain points for pharma. Meanwhile, tech companies and digital agencies can become a helping hand for life sciences companies in becoming more flexible and agile. Choosing a right tech partner will drive the next evolution of customer centricity and replace fragmented multichannel communication with so-called “orchestrated user engagement”. To do that pharma companies should be closer to patients in order to respond and adapt to their demands faster.
Ian Talmage, Senior Advisor at Bayer, presented truly inspiring presentation about the current state and challenges of global healthcare. He shared his own intense experience in fighting 2 cancers. Drug prescription errors, 37 tablets daily, which were reduced to 6 tablets, depression and desperation: just a few challenges he faced while treatment. Seeing the whole picture of healthcare industry from both patient and pharma perspective, Ian told that it’s crucial for a patient to be aware of the appropriate drugs and the right time they should be taken.
The case proves once more that healthcare consumers need:
- real support and assistance from doctors and drug providers,
- stable and trustworthy information delivery,
- apps that help to control medicine prescriptions and the whole treatment process.
HCPs and technology can work together to make physicians informed and provide better patient assistance.
Patients needs as a cornerstone of communication with customers
Another challenge most company face is the ability to shift from push to pull, create real customer centricity and start listening to patient voice for further communication strategy improvement. The idea was presented by Céline Genty, VP Customer Excellence EMEA at Janssen. She considers that pharma success directly depends on creating a single ecosystem for marketing content creation and distribution (Content Management System + CRM + Campaign Management System), that rests on 3 basics:
- Emails to reach customers remotely;
- eDetailings to facilitate medical information presentations to HCPs;
- Integrated and multichannel campaign to leverage marketing automation and define customer journeys.
Panos Papakonstantinou, the Head Digital Commercial Europe at Novartis, also considers that to shape brand awareness, pharma should target real outcomes with a smarter digital strategy and design patient-centric solutions that will help brand to learn from customers and adapt accordingly.
He sees the possible ways of doing that in defining personas, connecting them to a brand, piloting the ideas starting small and using insights for wide tactical planning processes.
Though, sometimes just getting insights is not enough. Coping with vast amounts of data can be tricky and misleading. That’s why there should be a system in place, which would help to process all the patient information, analyze it and present a holistic customer view.
Niall McConnell, the Associate Director, Customer Intelligence at Celgene presented the kind of such an approach to link CRM, eDetailer and emails together, which will give a 360 perspective on customers and reshape inner business processes. He states that pharma requires “best of breed” central data exchange solutions to improve the interaction between departments, conduct maintenance on individual modules and unite multiple systems to reach customers.
Victoria Guyatt from Ipsos Healthcare and Wendy Kehoe from GSK also discussed the approaches for amplifying the patient voice in business strategy. They highlighted the difference between product and customer centricity and underlined how important it is for pharma to understand it:
|Product centricity||Customer centricity|
Create the best product
Create the best solution for
Launch new products
Fill needs & engage
|New product development||
New solution development, customer
Smooth digital organizational transformation: how to get the most of technology?
Used wisely, the approaches above can help pharma to reach real patient centricity and create brand awareness through the transformation of sales and commercial teams with the help of technology. The challenge was addressed at the Future Commercial Team track, where industry players shared their experience on the evolution of commercial and sales roles and strategies, as well as idea that sales and marketing teams should unite efforts to benefit from mix of profiles and skillsets. To make this process happen, companies should equip them with the platforms and tools that empower easy collaboration.
That’s why Teva and Viseven presentation on the transformation of the commercial team into powerful skilled contributors was a logical summarising of all the ideas mentioned.
Bogdan Rakitskiy, the Associate Director, Commercial & Business Excellence at Teva, shared the main challenges the company faced while going digital. When the team started to adopt new approaches in traditional marketing, they discovered that the lack of new digital skill set was the main barrier to work effectively. The idea was to create cross-functional units that have clear roles and responsibilities distribution:
- Brand and Product Managers have helicopter view of available channels and information, therefore can review, approve digital content;
- Digital Content Manager, responsible for content development of all types, should become a link person between company marketing team and external agency;
- Medical Advisor, responsible for content review and approval at a final point of validation;
- IT manager to guide content distribution and CLM upload.
The process of content creation should be coordinated by the “coach” – the digital manager and have a clear formula:
- Headquarters – create and approve.
- Local offices – localize and adapt.
To enable the process, Teva used a platform that provides transparency and access to global storage of digital assets, that can be adapted and reused any time by any affiliate. Digital Content Factory, developed by Viseven, became that unified workplace to connect global and local teams.
Nataliya Andreychuk, СEO at Viseven:
“Have you ever wanted to know what other marketing and sales teams are up to? What eDetailings, apps or calculators are being created? Don’t be afraid to cut the distance and ruin obstacles between affiliates, in means of miles, tools and experience. To make sharing process easy, we have created Digital Content Factory, empowered by eWizard – an innovative approach to connecting global and local teams in a digital content creation process. With one touch access to a Global Store, the process of cross-affiliate sharing becomes much easier. Build relations, communication flows and grow skilled workers in the cross-functional teams with eWizard platform.”
Digital Content Factory brings together business and production, medical advisors and legal team. It helps to save budget on content development, sharing and publishing, ensures seamless integration with the corporate infrastructure and aligning with already adopted systems.
To sum it up
Overall, the ideas presented during the conference reflected the current state and challenges of the industry: healthcare providers, pharma and doctors should unite their efforts in creating truly integrated, personalized and innovative solution for better outcomes.
Digital agencies with their broad technical expertise are to bring the platforms that will become the meeting place of all industry players. The abovementioned presentations prove pharma is ready to absorb innovation and is moving in the right direction on its road of digital transformation. The only thing life sciences companies have to do – is to adopt the proper technology.