Visual aids came duringthe 1975s, evolved over time but seldom went beyond paper except for some shapes and sizes. These and many such keywords if can be linked to a therapy’s or brand’s online content, doctors will get to see those brand names when they search. The most used keywords by doctors in searches were “most trusted” and “most updated”. They seek instant access to stay abreast of the latest developments. It said, 90% of doctors relied on online searches to aid clinical decisions. Traditional media/promotion (Prints, LBLs) has/had its own limitations in terms of evaluation of the efforts & digital has evaluation metrics in place.Ī 2015 study conducted by Elsevierwas on doctors online behaviour in Asia Pacific region. My author friend Gauri Chaudhary on a one to one discussion with me highlighted a few points very crisply. The basic principle of media in whatever form is to reach and ensure good communication. There are ways one can excel in digital and ensure the attention of doctors on the online medium. However, mind-set develops only in those areas of what is asked for. Practically in every company’s meeting today, we discuss targets, sales, and achievements. Our “ dogma” is that for decades, we are programmed to see what is asked. Why did we accept when most of the earlier practices went with no impact? We know how doctors treat our literatures (LBLs) for the sheer reason ofnot having any interesting insight, nor they are of any value addition to theirpractice. What metrics do we had to measure the returns of each of literatures sent out to our field teams?Įven more, let’s ask ourselves how many of them got distributed to “right” doctors with “right and impactful” detailing? Or how many we made had insight“apt/right messaging” to address that “one” pressing problem of a customer (doctor)? Also, if brand managers send around 50 literatures (aka LBLs) per medical representative for a brand/month at Rs.10/print for 300 representatives, they spent Rs.1.5L.
#INDIAN TIME HOW TO#
My question was, “How did we measure ‘ Please Prescribe, Please Prescribe’ the so-called “4 P’s for pharma marketing” practiced over decades?”to a friend in a top pharmaceutical company who asked me how to measure the digital activities. The metrics of outlook changed in few weeks.ĭoes everyone measure the metrics on spends as it should have been done? For marketing, process slowed but ignited the need to change with few starting to adopt to it. Many in Indian pharma forcefully turned to digital with sporadic understanding giving rise to phone calls, Zoom calls, WhatsApp forwards, and webinars that irritated the doctors more than engaging them. So, why have pharmaceuticals remained the same with negligible technological augmentation in marketing and promotions?įor once, where field force was appreciated for >12 doctor visits per day & call averages, apparently got accolades for getting more number of doctors to their webinars during lockdown.