New normal - Post Covid

 

NEW NORMAL – POST COVID

1. In Current situation work from home (WFH) is common in all segments

2. On Demand / need basis – employees are working from office

3. In US market – Companies encouraging WFH and that will create business opportunity in India

4. In Pharma – Covid is a new challenge and during this crisis, doing business is a new challenge and we have to adopt to “New normal” in healthcare system

5. The new challenge should focus on Patient development program and the situation will be like the doctors have to identify the patients in future

6. Currently 60,000 brands and 3000 pharma companies are there in India

7. How to generate demand during this time because meeting of Dr is a challenge. Earlier a MR can meet 2-3 visit/Dr in a month and now 1 visit /MR is a challenge

8. we can do business only if we (MR) knows the customer and customer knows the brand

9. New formula – Physical +Digital = Phygital

10. Reskill /Upskill is required for the field force

11. Digital connection – Pharma companies to be connected with Doctors, pharmacies & other health care system

12. A part from other challenge the New challenge is Payment destruction. we have to shift from cheque mode to online banking system

13. NACH payment system to be encouraged in B2B

14. NACH is better compared to cheque because payment will be realized at any cost until otherwise there is an insufficient funds

Discovering opportunities under clouds of disruption:

1. Companies changed their brand position over Covid related products like Immune booster, Antiviral, Anti-inflammatory are using the opportunity and even companies launched Hand-sanitizer

2. Digital Marketing is going to be the new tool to deliver focused message and consolidation of strategy.

3. Webinars can really reduce the investment and to reach maximum customers compared to CME

4. No samples /CRM /CME, flat system in hierarchy can reducing the investment cost

5. Business focus on Pharmacy will increase the sales.

6. Recent survey on Apollo reveals that Business from pharmacy is better than Hospitals during covid times

7. Concept of Detailing to retailing is a new shift

STP to PST Delivering under new normal:

1. Organizational merger, Clinical trial co-ordination b/w companies is happening now

2. Doctors & Nurses to be educated on Remote self-learning, Telemedicine, Video-conferencing to maintain the normal health system

3. Earlier Promotion is like STP – Segmentation, Targeting and Positioning and this will be based on geographic and Demographic

4. Now at this PCS (Post Covid Scenario) this has to be changed as PST

PST: Profiling Segmenting Targeting:

This is a new system and the customer to be profiled as below

1. Digital Savvy doctors – Good digital knowledge and they will be interest to attend webinars, Chat rooms and even if we connect through them in any digital medium is comfortable for them.

2. Digital comfy doctors – knows about digital platforms but they need physical / direct meeting with MR. They will also be available in videocall with prior permissions & on request.

3. Digital Novice doctors – These doctors are not interested in digital way of promotions and they need usual promotion by MR, Sampling & Literatures

A recent survey shows that all customers by profession they are doctors but in general they are interested in sports, Music’s and other relaxation tool

If the doctor is interested in scientific content / non-scientific content then prioritize their interest area

Earlier the doctors are classified as KOL, KBL, Core, Non-core based on business / visits and now doctors to be classified based on their Digital preferences

From TIK TOK to MED TOK

 

Portfolio, Promotion & Media mix – Adapting to new normal:

Promotion of the brands to customer can be Omnichannel – single unified channel for building communication like Amazon, Nike and Apple

Advantage: Based on the target customer convenience and wish we have to select and channelize our promotion

USP to UCP

USP – Promotion by unique selling points by face to face interaction to promote our brands

UCP – Unique customer perception – understanding the customer interest and promote in the right digital platform

Even in webinars: International speakers to be invited, Live demo / procedures can be done. (To create interest & invite more participants)

Evolution of Pharma field

1. In Olden days Medical representative used to Promote with literatures only and even MR used to have assistants.

2. Reach & Fitness model – Promotion through Visual aids, samples & Table tops

3. Specialist – Companies started divisional concept & promotion by high value inputs & national seminars

4. Lifestyle KOLs – Promotion by KOL, CRM’s & International seminars

5. Currently – KOL on boards, Clinical trials, PMS of the brands

6. But Post covid impact will be on Remote detailing, through EVA, WA, Webinars based on content

Post Covid plan:

1. use of samples and High value brand reminders will be minimized

2. Decrease the usage of LBL, CME & seminars

3. Emerging concepts: E-CME’s, E- Seminars, Clinical trials and increase the access of Top KOL’s to any Doctor / patient and Patient encouragement activities

4. Now Brand management will be more towards KOL management, Event management and new scientific activity through AD boards & PMS

5. New expectations from customers through promotion with right context and integration through Digital media, mass customization and Brand Building

 

Other Suggestions:

1. Product portfolio to be analyzed and the Brands to be selected to make as Big Brands

2. Rework on PC investment/Budget

3.Digital learning/Promotion and pilot projects to be done in small teams & then to be carried on big teams / PAN India

4. Sharpening Brand building skills

Deskilling / Upskilling and Reskilling for new Normal

1. Companies should start invest on people for their reskilling & upskilling

2. Transformation of Class room training to Digital training

3. Analyze various digital medium and Digital insights from SMSRC, AIOCD, AWACS…

4. Now no longer as selection of 10 / 5 doctors it should be like all doctors are to be considered as an account. Analyze the lead to meet / reach the customer through accepted digital medium

5. The field to be trained on mail, SMS typing and making phone call to doctors

6. The marketing team should share input to field and vice-versa

Leadership team to change / accommodate according to the current situation

New marketing platforms are available: Retails / Netmeds / 1 mg

Suggestion on Marketing Expense:

We have to check our major marketing expense and the budget to be reworked based on current scenario

Following expense can be added in Personalized marketing skills for SO, doctors and customer requirement and need

New launches are to be done through WhatsApp and FB stream live to reduce the cost.

Source: Based on the discussion in the Webinar conducted by galaxy of stalwarts from IDMA & AIOCD. I thought of sharing this information which will enlighten the minds of marketing people. Thank you for your support.