The Indian Pharma market is all set to touch new horizons in 2015.As per the Mc Kinsey report of India Pharma 2015, the pharma industry has immense opportunities and is poised to grow to $24 billion by 2015, and would reach upto $55 billion by 2020. In this process it is also expected to create 45,000 new jobs next year.
Will digital play a bigger role at a time when India is moulding itself in a mobile economy?
The second edition of DigiSights 2015 organized by MediaMedic happened yesterday with a focus on the “Why and How of Digital Pharma Marketing in India.”
Listed below are the six major takeaways for the Pharma industry to excel in digital marketing:
1. Build digital culture and not apps
“Digital is a revolution and we need to build a culture rather than focusing too much on various apps and gimmicks. The industry needs to think that the divide between health professionals and patients should minimize. The future is in the room sitting here, please connect the dots,” said Sanjiv Navangul, Managing Director, Janssen India in his welcome note at #DigiSights 2015.
In his quick hard hitting talk, he shared that technology is the last thing one considers in the Pharma market.
2. Pharma is not boring and mobile holds the key
Pharma is not boring! You believe that when a dashing young man says it with gusto at a conference. Rahul Avasthy from Abbott in his talk in the first half of the conference, emphasized on a disruption in the healthcare sector rather than focusing on digital gimmicks like Sanjiv had emphasized in his talk.
3. Focus on the ‘why’ and not ‘I need a mobile app’
“You can’t get up one day and say I need an app, ‘why’ has to be worked on – only then it can meet your objectives.” These words came from a seasoned marketer like Priti Mohile, Co-Founder at MediaMedic who has enough experience to back it.
In her talk, Priti persisted that the focus should be on “Why” and not building another mobile app or building a video or being present on a new social network. “The move has to be doctor and patient centric; you need to touch lives rather than being just a logistic company.”
4. Make data the currency of pharma marketing
Salil Kallianpur from GSK-Global started his discussion with a very harsh truth – “Nobody trusts our Pharma industry, why would today’s evolved world do?”
5. US models won’t work in India
Sagar Pawar from PwC was the man who focused on trends in the industry. While he agrees that one needs to be better equipped in this digital world but we also need to understand what can and cannot work in India. “We can’t pick up US models just because it has worked there. We need to understand Indian doctors, patients and the regulated industry we work in here.”
6. Digital PR is a must in Pharma
From PR to Digital PR and now to Digital PR in Pharma were the opening lines of Dinesh Chindarkar, Co-founder at MediaMedic. With his bunch of case studies he stressed the fact that in today’s times Digital PR is very much required for Pharma Marketing.
His first case study about how MediaMedic associated with Yuvraj Singh on a cancer campaign was a brilliant example of an all round digital PR initiative in the Pharma market.