Express Pharma

The advent of digital technologies has introduced path-breaking developments in healthcare and pharma

Hiren Dhuvad, CEO of Indigital Technologies explains how pharma and healthcare marketing is transforming with the help of digitalisation and his company's contributions in this space, in an interview with Lakshmipriya Nair

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Has the pandemic taught the importance of digitalisation to India Pharma Inc or are we only witnessing a need-based trend?

The pandemic has definitely encouraged the shift from the traditional way of working to digitalisation in all industries. Though the development in the healthcare industry is relatively slow as compared to other industries, the pandemic has helped to accelerate it. Given the burden the sudden resurgence of cases created on our healthcare system, digitalisation of healthcare services is not just the need of the hour, rather a necessity for survival and sustenance of the industry in the long haul. 

Hence, technological developments such as telemedicine, virtual medical care etc. are likely to remain crucial for the healthcare segment in the times to come.  

How are digital technologies being implemented in pharma marketing in ways that were not explored before the pandemic?

The advent of digital technologies has introduced several path-breaking developments in the healthcare and pharma sector. These include: 

      • Online patient consultation 
      • Contactless patient education 
      • OPD camps with a patient screening device
      • Remote product detailing 
      • Online CME Certification Courses 

How is Indigital Technologies bringing in new efficiencies to this space? Can you share a few brief case studies to elaborate on the impact of digital tools/strategies in pharma marketing?

Contactless patient education – We partnered with various pharma companies and converted 25000+ clinics across India to Wi-Fi clinics. Multiple specialities of doctors also host their personalised patient education material for their patients. Our first such initiative was to spread awareness about thyroid by converting 252 endocrinologists’ clinics into Wi-Fi Thyroid Clinics, wherein we reached out to 85,000 patients in six months’ time with 330 views/downloads per clinic with the help of our unique easy-to-use Wi-Fi enab