January 4, 2024
Revolutionizing Pharma: Mobile Tech & Gen-Z Engagement
Anupam Nandwana is co founder and CEO of P360, a leading developer of technology for the life sciences industry.
Like many things, how pharmaceutical companies communicate and engage with healthcare professionals (HCPs) and patients is evolving at breakneck speed. In a matter of years, the industry has gone from in-person meetings and fax machines to video conferencing and emails. However, as the next generation (Generation-Z) enters adulthood, the technology Pharma needs to engage with them is changing rapidly. And spoiler alert: Their technology platform of choice is mobile!
Gen-Z comprise 20.2% of the U.S. population and are the ultimate mobile-first digital natives. Unlike any previous generation, they were born into a world where the Internet was always present. With an age range from 11 to 26, this generation spends an average of nine hours per day using their devices. And according to researchers, nearly 60% of the generation gets uncomfortable if they go longer than four hours without them.
As such, if a company doesn’t already have a mobile engagement strategy in place, it may already be behind the curve. But it’s not all about catering to a single generation. Mobile technology can revolutionize how pharmaceutical companies interact with and engage HCPs and patients from all generations. Here are three reasons why.
1. Streamlined HCP And Patient Engagement
Mobile technology has simplified engagement by offering a direct channel of communication. Tools like video conferencing and SMS messaging allow HCPs and patients to communicate with Pharma reps at any time, on any device. This technology can also improve patient outcomes by making it easier for them to stay informed about their health and medication regimen. For example, mobile applications now exist that can alert patients when it’s time to take their medications and help them report symptoms promptly.
2. Improved Sales And Marketing
While the pharmaceutical industry has seen tremendous growth recently, it has also had its challenges. The industry’s regulations and extensive government policies have restricted marketing and sales strategies. However, mobile engagement presents a new approach that can enhance brand-customer relationships while adhering to regulatory compliance.
Also, when mobile systems are connected to CRMs, commercial teams get the power of real-time insights such as customer behavior, demographics and preferences. With the help of this data, pharmaceutical companies can better understand their customers, helping companies create a more customer-centric approach, refine marketing strategies and identify new market opportunities.
3. Bringing Pharma, Healthcare Professionals And Patients Closer
Mobile technologies offer a convenient solution for HCPs and pharmaceutical companies to monitor patients and receive real-time data remotely. This instantaneous feedback can play a vital role in enhancing patient outcomes, particularly for individuals undergoing treatment with radiopharmaceutical oncology drugs, precision medicine and personalized medicine. These specialized therapies require close monitoring and follow-up, as failure to adhere to medication protocols can lead to severe consequences, including death and hospitalization.
By allowing patients to receive medication reminders, track side effects, and share information with their healthcare provider in real-time, the issue of medical nonadherence can be significantly reduced. A big reason for this is that improved communication means issues with medication adherence can be addressed immediately, resulting in better health outcomes. Pharmaceutical companies can also benefit from this since they can be quickly alerted when a patient’s situation changes. The drug manufacturer can then make changes to the medication’s formulation if the drug is not achieving the desired outcome.
Best Practices For Integrating Mobile Into Your Company
From mobile apps to telemedicine platforms, pharmaceutical companies have many opportunities to leverage mobile technology to their advantage. However, integrating these technologies can be complex. To help make adoption easier, here are some best practices to consider.
- Develop a strategic plan
Before integrating any new technology, it is important to develop a strategic plan that outlines the objectives and goals of the integration process. Your plan should also identify the required resources, teams, and timelines. I recommend appointing a project manager to oversee the mobile integration process and developing your plan in consultation with the team members who will be responsible for the process.
- Identify the areas of integration
Identifying the right areas for integration can help you choose the most appropriate mobile technologies and applications. Areas that would benefit from mobile integration can typically be identified through a detailed analysis of your company’s workflows, systems and processes. Some common areas include sales and marketing, compliance, compounding and manufacturing and company reps (sales and medical science liaisons).
- Consider data security
The integration of new technologies can expose a company’s sensitive data to potential security risks. Therefore, it is essential to consider data security. This typically includes the implementation of security measures such as encryption, password protection, and data backup. The team responsible for the integration process should also be trained on the importance of data security and how to detect and prevent any potential security threats.
- Train and involve employees
A successful integration requires the training and involvement of the employees. I recommend tailoring your training to meet the individual needs of your employees. Have the sessions conducted by experienced trainers who can teach them the proper use of the technology and the various applications that are integrated into your company’s workflows? Consider also holding regular training sessions to help keep employees up-to-date with the latest technologies.
- Perform continuous analysis and improvement
The mobile integration should be continually assessed to ensure that it meets the objectives and goals laid out in your strategic plan. Regular analysis can help identify areas of improvement and potential challenges that require attention. Also, I recommend establishing a feedback mechanism to enable users to provide feedback on the integration process. This feedback can help your technology team identify any challenges and make the necessary improvements.
The first wave of Gen-Z is already entering the medical profession, and they are demanding a new level of engagement and customer experience. I believe the future of pharmaceutical innovation is mobile technology. With the right solutions, you can enhance customer experience, improve operational efficiency, and stay connected with your customers and employees.
Based in Piscataway Township, New Jersey, P360 is a leading technology developer for the life sciences industry. We specialize in technology that improves operational efficiency, enables end-to-end visibility, streamlines workflows, and boosts physician engagement. Product offerings include the ZING Engagement Suite, BirdzAI, Swittons, and Patient360. To learn more about P360, visit P360.com.