Harish Nairy, Director-Sales, DAP Group of Companies

Dr. Harish Nairy has around 10 years of total experience and 7+ in DAP. He has been playing multiple roles successfully since he was appointed as a medical content writer. He has developed immense skills and contributed to medical communication, iMCM and account management. He has been successfully managing India accounts for the past 3 years with high client satisfaction in short turnaround times and quality deliveries. This resulted in achieving business targets successfully in the past 2 financial years and on road to achieving the current year as well. He has been instrumental in developing accounts such as Sanofi, Danone (India & Australia), Dr. Reddys. He has successfully delivered MCM flagship projects such as ORBIT, SKA and has now picked up at the global level to continue the success story. Further, delivered more than 600 projects ranging from print materials to digital marketing tools adding enormous value to the company.


Lockdowns, movement restrictions, and social distancing procedures have pushed remote patient monitoring and healthcare services to the forefront, paving the way for more telemedicine, digital therapies, and decentralized clinical trials. The epidemic has also changed traditional sales and marketing strategies by highlighting the importance of online marketing and communication technologies.

The industry has taken tiny moves toward digital adoption since the epidemic, but there is still a long way to go before adopting an end-to-end digital approach. Before we move any further, it’s critical to go back to the basics and fully comprehend what this “digital revolution” entails.

Advanced machine learning algorithms and AI-powered technologies are being used by pharmaceutical businesses all over the world to speed up the drug discovery process. AI adoption can improve the success rates of novel pharmaceuticals and treatments, allow for the development of more cost-effective therapies and cures, and, most importantly, reduce operating costs. Machine learning and IoT, including robotics, have also been used for warehouse automation, autonomous vehicles, drone-based delivery, and other applications that could be critical for temperature-controlled pharmaceutical supply chains.

Building trust and going beyond the pill

Although the pharmaceutical sector uses social media and content marketing to promote its products and messages, its strategy is restricted. The use of digital media in the pharmaceutical industry is only a minor element of the ‘digital transformation,’ but a consumer-centric approach that extends beyond the pill is urgently needed. The importance of developing consumer relationships is growing. To sell their products, pharmaceutical businesses have always relied on customer trust, but what lies beyond trust is a long-term relationship. This is where pharma companies cease to be a “solution” to a problem.

Data analytics and digital tools

Companies have been obliged to modernize their systems and learn how to accommodate employees working from home since COVID-19. This transformation, which was predicted to take 5 to 10 years to happen, happened in just a few months.

Because many patients do not feel as safe attending in-person visits as they did before Covid-19, physicians have been more interested in digital health during the pandemic. Furthermore, virtual medicine has proved critical in reducing the spread of the virus and the strain on emergency rooms.

Before COVID-19, only 6% of patients used remote consultation; however, digital health has gained traction, and at least 19% of consultations are predicted to be conducted remotely when the pandemic has passed (Source: Statista). Pharmaceutical companies have also seen 360° views of the doctor and the patient

Big data in health care might provide a 360-degree view of the physician, patient, and consumer trends, allowing businesses to improve treatment customization and efficiency. The importance of transforming data to a digital format to develop global databases was highlighted during COVID-19. These databases store a significant quantity of information to assist scientists and physicians in better understanding pharmaceuticals and patients to foster innovation. This platform will enable open cooperation across the industry, resulting in improved outcomes digitization as a way to improve their business models. It provides a new opportunity for potential stakeholders to interact directly with customers.

Sales and marketing are being digitized.

Pharmaceutical companies struggled to recruit particular target demographics during COVID-19. It’s unclear how pharmaceutical corporations will build ties with different stakeholders, such as doctors and patients. Through multi-access, these unanticipated social lockdowns and constraints are driving new, meaningful ways of connecting with others. COVID-19 has forced pharmaceutical companies to adopt reactive rather than proactive sales strategies that are focused on crisis management and quick remedies.

Creating and implementing an Omnichannel approach

In the long run, pharmaceutical businesses must adjust their marketing with new compelling commercial models. Companies should consider how to develop an integrated experience that includes a variety of channels, relevant information, and a personalized approach to consumer communication. To improve the customer experience, each customer should be contacted through their preferred channel and receive personalized and branded materials. Pharmaceutical firms can adjust and be ready for changes in client behavior or expectations by developing an omnichannel strategy.

Creating a journey map

Pharma companies have focused on the sickness and its treatment, but recording the consumer’s entire journey from illness to health is more involved and takes place in stages. These phases are frequently handled by different parties, but if pharmaceutical corporations took control of each step along the way, they could provide continuous care to consumers.

Towards transformation

This is when technological advancements take the lead. The industry must provide assets that can be independently produced and developed. This entails optimizing digital tools and creating interactive interfaces to construct ecosystems that advise and help patients throughout their healthcare journey. Artificial intelligence, data analytics, and the use of apps and software can all help with this. Digital change must happen at a breakneck speed in these unusual times. Using AI and data analytics, we can re-imagine and redefine how the pharmaceutical industry is viewed in general, and now is the greatest time to do so. This won’t be easy, but there are methods to get through it, and communication is crucial.

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