If pharmaceutical companies continue to meet their patient-centric promises, there is a need for marketing budgets to move from franchises towards an omnichannel customer-centric team. Although the industry is making progress, it is just not enough.
There is a need for pharmaceutical companies to become patient and healthcare professional-centric in their approach. Many pharma companies have claimed to be patient-centric in the past, but most have been unable to back up their claims. Even when we consider healthcare professional-centric, customer engagement is still not there and has a long way to go. The fact is that it is not a technical issue but more of how budgets become organized.
Generally, the brand and franchise's marketing budgets are decided rather than the omnichannel customer-centric team as required. Only those pharma companies will gain a huge advantage that can get organized when it comes to real customer-centricity. Although it might be difficult to achieve, it offers amazing potential for the company that is successful.
The good news is that there are some signs of movement towards change. Despite the need for structural change, some pharma companies such as Procter & Gamble, Teva, and Sanofi are working on making changes.
In addition to the above, there is another period for acceleration as the focus should be on more than CRM and Salesforce automation. Customer engagement and omnichannel marketing is the best way forward.
Move to SaaS Solutions
The pharma industry is currently moving to SaaS solutions, and it is helping speed up change. Many things have become possible due to these changes. For instance, best practices from different industries are being taken into account to keep up with an accelerating and globalized world. Faster innovation is a new reality. It is helping cut down costs.
CRM implementation programs have been successful across a large number of pharmaceuticals. They have paved the way for a better future. The main difficulty that most pharma companies encounter is whether to go local, regional, or global.
It is best to avoid regional solutions as the unnecessary complexity can make things extremely difficult. Moreover, global implementation requires pharma companies to focus on global data and providing global services.
The future of pharma is heading towards omnichannel customer-centric teams. These teams allow for crucial data to come together for making better decisions. The data can be leveraged for just about everything.