Marketing Innovation - the Digital Detailing Case: Innov8ors Presentation Key Takeaways

In case you missed it, here is a link to the video presentation
 
Companies’ digital behaviors shift in response to consumer behavior, and COVID-19 has disrupted personal and professional lives like nothing in our lifetime. Now, more than ever, companies across the life science industry must re-evaluate their approach to marketing and the value of digital as they rethink existing approaches, create omni-channel communications with physicians, end customers and patients, and leverage data to deliver a better customer experience.
 
In a recent fireside chat, GSK’s Senior Vice President, Chief Digital and Technology Officer, Pharma Commercial, Shobie Ramakrishnan, and CI&T’s Managing Director EMEA, Carolina Wosiack, discuss marketing innovation as it relates to the pharmaceutical industry. 
 
Below are their two key trends for keeping innovation moving.

1. Customer Obsession

The beauty of digital is it's inherently anchored in customer  journeys. It is not about pushing a company’s product, channels or operations out into the marketplace; it’s about bringing customers and their experience into products, channels, and operations, and leveraging it to develop real solutions.
 
The shift to digital moves traditional action focused drug companies, to an organization focused on outcomes for health care providers and patients. The digital mindset allows companies to deliver continuous value and adapt to meet the needs of their customers. 

2. Data Obsession

Data is the hottest currency. Those pharmaceutical companies that have been leveraging it in their supply chain, generating value already, have a step up above their competitors. Data allows for the personalization modern health care providers and consumers demand.
 
Rich data drives insightful decisions tied to customer experience across the continuum and creates a more customer centric value chain.
 
While the jury is still out on what specific COVID 19 healthcare trends will remain sticky, it is evident that the future will be a hybrid in person and digital ecosystem. An organization that is both obsessed with their customer and data will be able to detect their customers no matter their channel of origin and drive innovation going forward. Allowing for incremental revision and a deep empathy for consumers will continue to drive future insight and innovation.  

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