Pharma has never thought of engagement as a business model. Pharma executives, especially those selling generics, constantly seek salvation through differentiation for their products. Even then, surprisingly, they never consider services. Conventional marketing wisdom informs us that when brands cease to differentiate, salvation lies in services. Yet, pharma seems unmoved by conventional wisdom, continuing to pursue marketing products while desperately seeking differentiation. In an environment that is poignantly referred to as ‘strategic sameness’, would it not be prudent to convince people about the difference one brings beyond the promise of quality and affordability?
When both these features are taken for granted, can one not seek to delight consumers by serving them better than anyone else in the market? Yes, “serving”. Pharma seems to ignore this constantly.
Pharma has never thought of engagement as a business model.
Pharma refers to their consumers as ‘patients’ and not ‘people’. This belies the fact that pharma only targets the sick (hence ‘patient’). It has not considered those who are ‘well’ – yet. While half baked attempts have been made, they remain just that – half baked.
Pharma probably knows that they have serious trust deficits with all stakeholders. People aren’t going to jump at services that are offered from someone they don’t trust. Conversely however, this would be a great opportunity to build trust.
Engagement programs are never a chosen option for pharma marketing teams because they are always looked upon as expenses or costs. Never as a revenue stream.
Fiddling with antiquated fax machines and lengthy phone conversations are two examples of the unproductive modes of communication that are still omnipresent. For medical device and pharma companies to join the current age of technology, simple but effective changes should be implemented. For example, using more updated electronic applications, and electronic channels to communicate would drastically improve the quality and efficiency of communication with physicians.
As telemedicine becomes more popular, it will be even more important for the pharma and medical device industries to update its communication methods to remain a critical part of the equation. Ultimately, physicians want to provide the best patient care in the most efficient way.
The intricacies of medicine and the human condition are complicated enough. There is no need to make the communication aspect more convoluted and eclipse a physician’s already limited time. One unique aspect of the medical and pharma field is the strict restrictions in place. Promotional activities are subject to strict legislation.
On the other hand, educational materials and physician’s information are critical to healthcare. Despite these strict rules, ultimately the industry is a multibillion-dollar industry which at its heart depends on physician prescribing. Without prescribing the therapy, the therapeutic medication or device becomes deserted.
