Where is digital heading?
October 1, 2011
There's a common challenge that's shaping the evolution of digital in Pharma and we believe that developing online relationships will become a core activity.
The Challenge:
With fewer new products and increasing price pressure we must get more value from what we already have.
We need to persuade stakeholders to use more existing products and pay a realistic price for them.
Persuading people to change can be difficult. They have complex reasons for ignoring our suggestions. If we have a direct relationship we can understand and then respond to their individual needs. This is the most effective way of persuading people to change.
To develop a relationship with HCPs, patients or payers we must offer a valuable mix of education, awareness building, support services and promotion in return for their attention and behavioural change.
But it’s impossible to develop face-to-face relationships with everyone in healthcare and the only practical solution is to use digital channels to manage the process.
This isn't new and most of us have online relationships with individuals and organisations that shape our thinking and behaviour. But it's new to Pharma and it requires new skills, strategies and tactics.
We've started describing these basic competencies as Online Relationship Management, and Value-Based Persuasion.
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