Times are changing, and Indian pharma companies need to leverage digital technology if they want to remain relevant. The mantra to success needs to be a single minded focus on answering the question - How can we help doctors to take better care of their patients. I made this presentation to Sanofi on their Marketing Day

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IVF Specialist
Information Therapist
Angel Investor

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5. Today’s Health CareToday’s Health Care
SystemSystem
Patient
Health
Insurance
Government
Information
Overload
Media
The Physician

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 Unfortunately, while doctors are quite eager
to discuss medicine, most are unwilling to
talk about the nuts and bolts of practise
management
 Don’t want to enrich the competition by
giving away their “trade secrets” !
 We can learn together and help each other

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 Too many patients- not enough doctors
 No trust in the system
 Pharma seen to be greedy
 Medical profession seen to be corrupt
 Media loves doctor bashing
 Violence against doctors
 Government regulations

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 Products + services = solutions
 How do we leverage Digital health
Technology to reach out
 Apps ?
 Patient portals ?
 Wearables ?
 IOT ?
 High tech plus high touch !

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 Regulatory hurdles
 Not a core competence
 Corporate inertia
 Prove ROI ?
 How do you scale up ?

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 Marketing
 Communications
 Customer service
 Corporate social responsibility
 Who will pay ?

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 Innovate and experiment
 Skunkwork teams – take risks and allow them
to fail.
 Test. Learn. Repeat
 Leverage partnerships
 Tap into early adopters – the millenial digital
doctors
 Learn from Healthcare startups

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 Just a buzzword ?
 Patient-centric” doesn't mean selling more
product – it means answering a patient's
needs above your own.

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 We try never to forget that medicine is for
the people. It is not for the profits. The profits
follow, and if we have remembered that, they
have never failed to appear. The better we
have remembered it, the larger they have
been.
— George W(ilhelm) Merck
 Address to the Medical College of Virginia,
Richmond (1 Dec 1950).

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 Startups are changing the healthcare
ecosystem
 Disruption because they are nimble and lean
 Challenge the status quo !

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 Go to where your customers are !
 Social media provides great insights into
what people are thinking, feeling and
discussing

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 Amplifies the doctor’s impact and reach
 Virtual worlds
 Wisdom of the crowd
 Push and pull – on your mobile
 24/7 convenience
 Sermo
 Docplexus
 Curofy
 Dailyrounds

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 Feel safer
 Professional community
 A chance to discuss professional issues in
confidence
 An opportunity to vent

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 CME – polish their medical knowledgebase
 Keep upto date with medical advances
 Networking with friends and colleagues
 Stumped by difficult patients – need help
from other doctors
 Chance to share your knowledge and display
your expertise
 Become a thought leader

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 Complementary skills – marry the best of
both worlds !
 Pharma + healthcare startups = winning
combination !
 Great way to get feedback online from lots of
doctors

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 Help patients get better medical care by
 Promoting SelfCare , so they can do as much
for themselves as they can
 Helping them with Evidence-Based
Guidelines , so they can ask for the right
medical treatment that they need – no more
and no less
 Helping them with Veto Power, so they can
say No to medical care they don’t need

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26. 5th Edition – Paris -- June 4-5, 2015
 BHAG
 Every doctor should have their own website
 Valuable digital real estate - direct source of
referrals
 Online reputation management
 Openness, trust and tranparency
 Local language

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 For doctors
 Patient acquisition – direct source of referrals
 Create patient educational materials - spend
once, use often
 Saves administrative hassles
 No phone tag – email has a much better signal to
noise ratio
 Become patient centric and empathetic

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 For patients
 Doctor is available and accessible
 Can doctor shop from home
 Get second opinions
 Trusted voice
 Local language
 Transparency and openness creates trust

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 Bought in bulk by by pharma companies
 Customised for each individual doctor
 Everyone benefits – pharma company, doctor
and patient !

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Patients are the
practise –
everything else
is just paper work !