Digitized medical data is driving the next wave of insight-driven healthcare and enabling a future of
patient-centered care models. Digital is giving us whole new ways to treat disease and enrich the lives of those living with disabilities and diseases and also helps add value to our customers by increasing our focus on their needs. Digital transformation is a necessity for future success.
Digital is a global phenomenon that offers enormous opportunity for Marketers. In Pharma, there is a business case for leveraging digital more effectively in our customer communications given the fact that access to physicians through traditional channels is becoming more restricted.
As the stresses of 21st century healthcare weigh more heavily on practicing physicians, this trend is likely to increase. But digital will not only enable us to better communicate with physicians in a more restrictive commercial environment, it will also open up new product and service opportunities that will allow us to deliver more holistic health outcomes.
Transforming interactions: how digital can improve the customer experience
Creating the right experience and interacting in the most optimal way involves requires empathizing with the customer’s i.e. listening to their needs, understanding how they consume media and identifying which channels and content are most appropriate.
In the digital world the conversation has shifted to the customer. Customers are defining how, when and where they interact with brands, content & services. Hidden within the social media and big data noise are opportunities and threats. The challenge for organizations is to find a way of cutting through the noise and having processes in place that are able to turn insight into action.
“Medicamente”, is an example of such customer centric portals developed for healthcare professionals (HCP) in Spain, that offers exclusive content & services that can be enjoyed by physicians at their own pace and time based on their convenience. The content & services are completely personalized based on the areas of interest that have been defined by the HCP. We enable: communication between doctors, evaluating the relevance of content, sharing their expert opinion and even giving a second opinion that answer needs/requests from other HCPs.
You have to fail fast. And then do it again
A prototype is an early sample, model or release of aproduct built to test a concept or process or to act as a thing to be replicated or learned from
It is traditional and cultural as well that people do not like failing. Prototyping has been practiced for a very long time by engineers but with the current market dynamics and the opportunities with Digital it has become important for marketers to adopt this methodology in their brand plans
Identify -> Design -> Implement-> Evaluate
and continuously repeat the process so that the best potential solution can be created and deployed in order to help the customers.
An example of this is the mobile app that we have developed in Novartis is helio™, which is a smartphone application specially designed for patients with COPD. helio™ intends on motivating patients to make a positive change in their lifestyle by providing educational material, gamification elements, motivational messages and evolution of their medical condition.
The evolution of this app has been through a lot of prototyping before launching the most appropriate version for our customers. And we are not stopping here; we will keep on developing it to its maximum potential.
Going beyond the pill: Providing solutions that help improve the healthcare system
I also started to shift our business away from a transactional model that was focused on physically selling the drugs to delivering an outcome-based approach to add value beyond just the pill
Innovation is in the DNA of Novartis and we take ownership of developing solutions that really help in Curing & Caring people.
An example of the effort Novartis in putting in improving the health and fitness through another app that we’ve built i.e. Ejercicio X Un Tubo, tracks your progress, and gets the motivation you need to keep going. The app tracks distance, pace, time and pushes individuals to team up with their friends and motivate each other to go farther than ever before.
Awareness: Multimedia and Visual Storytelling
Almost without exception, pharma and healthcare companies have found that digital marketing and technology are playing an increasingly critical role in driving general patient support, education and opportunities to create higher awareness of health related topics.
Within Diabetes, Novartis has launched a program with the objective to ‘crowd source’ ideas in the form of videos. ‘Corto de Azúcar’ a 30 second film contest was launched for identifying the best video-based ideas coming from general public, which captures the emotions, detection of early-stage disease and enhances healthy habits through diet & exercise to break the myths and raise awareness through a dedicated website for patients to know more about Diabetes.
- Effective digital marketing is essential for future growth and survival.
- It provides new, powerful ways to form stronger connections with our customer groups.
- As a Pharmaceutical business we need to be careful with our approach and ensure we comply with the latest regulatory frameworks.
- Being careful doesn’t mean we can’t do activity; we just need to explore how we achieve the result and ensure that we plan very thoroughly.
1.- From Wikipedia, the free encyclopedia http://en.wikipedia.org/wiki/Prototype
Anish Shindore, Head of Digital Innovation/ New Channels en Novartis