Integration: the highway to agility in pharma
Transforming client interactions to bring new messages to life, while creating interactive experiences in a digital multimedia environment, focused on patient outcomes. This is the medium of e-detailing.
Today, health care providers expect information about drugs to be available in real time, in an easily searchable format, in their hands as they work with patients. It’s fundamental to their ability to deliver the right care at the right time. This is where pharmaceutical and life sciences companies are starting to compete as there’s a real advantage in delivering the ‘first device’ to a provider, as that is the one they’ll use the most.
“Health care providers also need product information on tap”
Why plough through printed brochures when a digital option can deliver contextually relevant information at the touch of a screen? In other words, if you can’t convey in mobile, digital ways how effective your new drug is, it simply won’t sell.
If pharmaceutical and life sciences companies don’t have the operational agility to mobilise their sales force or empower health care practitioners through their mobile devices, it will limit their ability to have the ‘first device’ at the provider’s office. As a result, their market credibility may suffer.
Piecemeal doesn’t work
However, simply cobbling enterprise mobility capabilities onto existing technological landscapes can be both a reckless and costly approach.
There are just too many components of the business involved. Your sales force needs field access to scheduling, diary management, GPS, product updates, and pharmaceutical sales management systems. You have to deliver and secure that access.
“Doctors need e-detailing of products for themselves and to be able to educate their patients. You need not only to secure your data on the doctor’s device but also to provide e-learning and collaboration capabilities”
The underlying technology that supports the provision of information about a pharmaceutical drug must be compliant with the national regulations of the pharmaceutical industry. This includes having up to date, readily available, accurate information about IT systems and comprehensive audit logs that provide information about who has access to data. This calls for working with experienced partners to ensure that resources and networking equipment are operated according to compliance standards.
Although each element of mobility contributes high business value, that value is limited without integration with all the others. However, integration that aligns the business and its technology both operationally and strategically is a specialised discipline.
Keep your eye on the ball
While all of this capability is key to keeping you competitive, none of it is core to drug development and, therefore, to your real business.
So, why get bogged down in it? Use partners. Use the cloud. Have experienced specialists host your mobile and collaboration solutions or deploy your e-learning capability. And, upfront, consult IT service providers who have a track record of applying the principles of integration to accelerate their clients’ agility in a digitising world.