Kurt Salmon, a management consulting firm focused on business transformations, recently published a study on digital pharma and the impacts of the digitalization on the healthcare industry, specifically on the organization and the strategy of the pharmaceutical companies, based on a survey which involved more than 40 pharmaceutical companies.
This study aims at answering the following questions:
• What are the impacts on healthcare companies?
• What opportunities does it create for healthcare companies?
• What are the main challenges?
• How to successfully implement a digital strategy?
Digital pharma: a new culture, evolving business models, rising opportunities
Kurt Salmon states that digitalization impacts all functions of the companies, whether business or support, from marketing and sales to the medical and regulatory heads.
This new dimension will become more and more crucial in the companies’ strategy and development. Indeed, “94% of participants expect an increase in investments in e-promotional materials” and “half of survey participants expect investments to increase” in digital regulatory affairs investment.
By creating new opportunities of healthcare services and new ways to reach their targets, the digitalization changes the relationship between pharmaceutical companies and their targets, namely healthcare professionals, payors and patients.
“Digital capabilities allow pharmaceutical companies to provide innovative services for health care system contributors.”
Think about digital strategy across departments and build in-house expertise
Internally, it facilitates “cross-functional collaboration” between the various departments to improve consumer insight. It also enables the optimization of processes such as the validation of promotional materials or the submission of files to health authorities.
“Companies have been applying digital capabilities to some of the industry’s more traditional projects in order to create synergies across departments.”
©2014 Kurt Salmon.
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