Jo Halliday, CEO and founder of Talking Medicines looks at the role that patient intelligence will play in the future of pharmaceutical marketing.
Over the past decade, digital transformation has risen up the boardroom agenda, as management teams grapple with both the challenges and opportunities which true digitalisation can bring. From leisure and hospitality to manufacturing and processing, digital transformation functions are now commonplace in businesses large and small as they seek to gain a competitive advantage and secure a sustainable future. Yet, despite its relative wealth of resources, the pharmaceutical industry continues to follow in the footsteps of others when it comes to adopting and utilising new technology.
This slower pace of digital adoption is particularly true of marketing functions. Through no fault of their own, and for all the right reasons, heavy and prominent regulatory barriers have meant that pharmaceutical companies have traditionally struggled to gather reliable feedback on medicines directly from patients. This lack of direct user feedback has hampered patient-centric decision making in the development and marketing of medicines.