Our team recently returned from a very exciting week attending the NEXT Pharma conference in
Dubrovnik. We found it incredibly insightful to be at the very core of the
conversation around the digital journey, for both established and new pharma
Hundreds of experts
in digital health, pharma innovation, patient centricity and medical affairs came
together and we had some amazing conversations with them. It became clear that
the life science community as a whole is coming together to tackle the same
challenges in the digital innovation journey.
learnings from these conversations were:
Focusing on bespoke modular content
modular content and focusing efforts towards personalised deliverables should be a priority. For
instance, a great HCP summary report won't be mass-emailed to an entire
attendee list - HCPs will receive snippets of the full report which are most
relevant to them.
Focusing on taxonomy
is pivotal to maximise value derived from all your activities - tagging content
appropriately helps you organise your content, and helps your client understand your
key messages. A speaker suggested using the "5 second test": would a
naïve reader understand your content in 5 seconds or less?
This is easily
achieved by maximising the potential of audience segmentation. It's the best
tool to allow your customers to remain engaged, and gain the most value from
your communication. Contact us to
develop your own modular content plan!
Speeding up the transition to digital
The main challenge
companies are facing is transformation fatigue. Most pharma teams feel that adding digital products on top of an
existing, wide ranging traditional portfolio would be unmanageable. We couldn't
and materials would be extremely ineffective, and cause a loss in engagement
from clients. Instead, existing products should be adapted and converted to
high quality digital deliverables, segmenting your transformation plans into manageable steps.
customer facing roles is crucial as it serves multiple functions: firstly, it
allows clients and prospective stakeholders to come into contact with the most
cutting-edge version of your company portfolio. Secondly, a digital
consumer-facing experience facilitates communication with third parties and
reduces your team's workload.
It can be valuable
to look at other industries who are further ahead in their digital journey. The
banking industry is a clear example of how an industry as a whole was able to entirely overhaul
their content plan and put their customers first. The introduction of home banking,
remote appointments and online applications have revolutionised the industry
and allowed banks and customers to work seamlessly.
partnerships and outreach efforts should drive the digital transformation and
bring you closer to your digital objectives. At medDigital, we champion
effective and strategic digital scientific communications in everything we do - it's our ethos and our
specialty as a life science company. Contact us to find out
how we can help!
Understanding your customer
The third but
equally pivotal component of the conversation is the need to familiarise
yourself with your ideal customer. Customer segmentation can help, but there's
more to truly understanding the people you'll be working with.
A deceptively simple
way to speak to customers is adding a chat bot on your website - quite
literally asking your audience what they need. Chat bots should be built around
the true needs of your customers, and provide quick solutions to their queries.
teams also hold a wealth of data and insights about your ideal customers. They
will be able to share the most valuable insights to other teams in the company,
and develop action points from these. Our Scientific
Insight team at medDigital specialises in just this - they can help you
discover the best insights from your KEEs, analyse them and draw out actions
Another avenue to
understanding your customer is social listening. This will allow you to gather
extremely wide ranging insights from all HCPs in your target markets. Running
social listening activities around conferences can be a great way to understand
the key conversation topics surrounding the event, or analysing a therapy area
over an extended period of time can give you an inside look into what HCPs are
thinking and how their perspective evolves over time.
Did you find this useful? Share this with your network or let us know your thoughts in the comments.
See you at NEXT Pharma 2023!