Dr Pamela Walker, partner and head of life sciences at Gate One, and Anna Sherriff, principal at Gate One discuss how pharma can use digital tools to inform their marketing strategies and create better customer engagement.
Pharma often lags behind other industries when it comes to using digital as a channel to engage with customers. In fact, until the pandemic hit, there was still a comfortable reliance on using sales representatives and medical science liaisons (MSLs) on the ground to build face-to-face relationships with healthcare providers (HCPs). Multiple lockdowns, however, challenged commercial teams to work with their technology teams and rapidly seek innovative solutions to keep their customers engaged.
The challenges companies faced showed them just how much they needed their digital transformation programmes to deliver, it was no longer just a hard sell from the CTO.