Three Musketeers

Member 1: Sourabh Bhat

Member 2: Shubham Manocha
Member 3: Shashwat Bachchan

SIBM Pune
 CHANGES IN PRE-COVID & POST-COVID INTERACTIONS

Interaction Pre-COVID Post-COVID

HCP-Patient Predominantly, Face to Face Consultations • Shift towards telemedicine consultations

• Face to Face interactions for urgent medical cases

1. Increased engagement through Webinars & Online

Certifications, in-field team visits reduced
HCP-Pharma Company/MR Primarily in-field teams, physical conferences, books, Webcasts 2. Increased workload & social distancing has made face-to-face
interactions difficult
3. Communicate Supply Sufficiency of high demand drugs

1. Reduced visits but increased bucket size

Offline interaction, not regulated(without prescription OTX) 2. Increased role of retailers as prescribers
Patient-Pharmacist Counselling as well as drug purchase 3. Regulated, prescription only, last mile delivery
4. Increased sales and reliance on online sources for information
 HCP – Pharma / MR Interaction

LONG
SHORT
TERM
TERM
• Create a digital e-detailing
• Increase digital interaction with HCPs:
platform for all promotional
o Virtual Events: Deliver helpful information activities.
by conducting virtual discussion,
• Build HCP profiles against
webinars etc.
unique identifiers like
o Online Certifications: Create helpful email, phone number of
certain attributes like
courses that enable doctors to increase
personality traits,
subject knowledge about diseases &
permeability to medical
treatments
calls/other non-call
o Rewards: Award credit points on Evolution of in-person vs. remote interactions activities etc.
between Pharma Affiliates & HCPs
completion of certain courses. These
points can be utilized for getting access Source: Smart Pharma Consulting
to new surveys, paid journals etc. TARGETED
• Segmentation HCP Attributes CONTENT
o Curated Content: HCPs are now being o Personality Driven: Laggards, Price
flooded with information from sales reps sensitive, Research Driven Broad Topics (Audience: HCPs
across digital platforms, orchestration of o Medical Practice: Hospital/Private & Patients): - Lifestyle diseases
processes across commercial teams Practitioner, prescribing trends & treatments - New
becomes paramount. Only curated o Communication Style: Relational, developments like wearables,
Dynamic HCP Economical, Scientific
content to be shared by MRs to HCPs Identification etc.
through Whatsapp and email
• Specific Target Set of HCPs
Targeted Topics (Audience:
• Communicate Supply Sufficiency of high o Involvement in Clinical Studies
Select HCPs) - New Product
demand pandemic drugs o Scientific domain preference
Information - Market Research/
o Early adopters for new
Survey Results
advancements
 HCP – Patient Interaction Insights

INDUSTRY
INSIGHTS
Physicians expect to see
significant increase in the
use of digital tools after the
covid 19 crisis
SHORT
TERM
Digital Content Creation:
India has witnessed fast teleconsultation growth
on platforms like Practo, CallDoc and DR YSR
Telemedicine. PwC reports that 50% of
physicians polled want virtual patient-support
services from pharma or its reps. Create digital
content with Information about diseases &
treatments in easy to understand infographics &
videos that can be shared with patients

LONG
TERM
Reshape Customer Journey:
• Ecosytem partnership with care providers,
payers(insurers), pharmacists will enable an
The number of oncology-
integrated solution Pharma companies can
related visits has declined far
expand these patient assistance programs
less than have those related to
and help reach newer patients through
cardiology or dermatology
digital touchpoints
(perhaps reflecting patient or
physician perceptions of
• Partnership with MedTech companies to
urgency)
increase Therapy Adherance by providing
Source: HealthVerity services such as remote monitoring
programmes and home heath services
 Pharma – Patient Interaction: Social Media
INDUSTRY INSIGHTS
Very high interaction ratio on Facebook
High growth in Corporate & Career pages on Facebook
Content Strategy
• Tell Human Stories: Identify and share compelling
stories that highlight the benefit of medication on social
media that demonstrate to show real impact on lives of
people
• Employee Advocacy: Reports show 7 out of 10
people feel more connected with a brand whose
employees share information on social media. Using this
communicate your brand values and company culture
• Implement Video: Viewers retain 95% of the message
when watching a video. In comparison, text has a
retention rate of merely 10%. Thus creating explainer
videos for diseases and treatments can help increase
good will for the company
• Social Listening Tools: Collect consumer insights
using SLT to prevent any misinformation. It also helps in
tracking consumer feedback and lead generation
• Localized Content: Multinational brands should aim to
mould their content to local audiences to show that they
genuinely care about each market they are present in
 Integrated HCP-Patient-Pharmacy Platform: Samagam App

Samagam App: Aim:

Facilitate patient interactions
Features: GSK’s Right to Win: Partner Pharmacy
Secure, fast & reliable with Appointment booking Deeper insights into chains
healthcare service Care providers & pharmacies Instant e-prescription consumer behavior
Apollo Pharmacy, Fortis
bringing together HCPs, generation & verification Healthcare, K K Pharma,
Patients & Pharmacies Capture real-time data from all Easy sales attribution to
Doorstep delivery Medicare Life Sciences, etc
on a single platform for stakeholder interactions to HCPs
GSK products. enable personalized solutions Easy payment options

1. Fill in 2. Get Availability 3. Start your

Details of Doctor Consultation

1. Search 2. Fill Prescription

3. Get Delivery
Medication Questionnaire