Digitalization in the Life Sciences industry has been shy in its growth. Technology companies, however, have been fast in exploiting the potential of digital platforms. So, now is the time for Life Sciences to take the lead and pave the way for collaboration.
Facilitating the collection of data, digital platforms offer Life Sciences the opportunity to personalize communication. They further allow companies to tailor the offer around customers’ needs, providing, then, a high-quality product. Taking, in this way, a customer-centric approach, that places the consumer at the center of the action.
Technology Companies Seeking Opportunities
COVID has changed how businesses communicate with their customers. So it is imperative that these adapt to the new circumstances and innovate. Technology companies have been successful in doing it.
Patients are more demanding and technological. Over the last decade, there has been a surge in the use of search engine tools to ask health-related questions. Moreover, patients are keener on telehealth initiatives. According to recent studies, 36% of patients in 2020 asked for remote treatment while a further 70% deferred or canceled their in-person appointments with HCP (Accenture).
Looking closely at this conjecture, technology companies have pinpointed the Life Sciences industry as a lucrative prospect market in which to invest. For example, Apple has created wearable devices that can monitor health and connect patients to doctors via phone.
Other advancements that have been explored in the field are the use of AR (Augmented Reality) and VR (Virtual Reality). These are breaking down barriers in virtual interactions, and inviting customers into immersive experiences.
So, now is the time for Life Sciences to take the lead and pave the way for collaboration with technology companies.
Life Sciences: Why Should Change Come Now?
Life Sciences companies have been slower to adopt the possibilities that digital marketing and technologies offer. Weighing in the impact of COVID, which has demanded quick evolution in treatment and service, there is yet a lot to uncover.
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Within a short time span, people seek attractive and insightful information. Patients and HCP alike are no exception to the rule. And COVID, in its turn, has enhanced this openness from customers to digital engagement. In truth, 62% of HCP say they value tools of remote monitoring (Accenture).
So, an inclusive digital marketing program that allies technology with customer service is valuable. Allying both allows Life Sciences companies access to rich insightful data. From the different chosen platforms, it is possible to assess:
- User feedback;
- Customer engagement; and
- Audience demographics.
Such is valuable information that gives marketers and sales reps the chance to improve their company’s approach and overall customer experience.
Companies that leverage data and user insights increase sales by over 80% (Veeva). So, pharma marketers are left with no choice. Now is the time to embrace the possibilities of the digital world. But how?
What Can Be Done
For a shift to happen, Life Sciences must risk. Now is the time to take the lead. And, for that, organizations in the field ought to strive for innovation and collaboration as a way to progress. That can be done through a comprehensive digital communication strategy.
Firstly, you must strive to understand your company’s values, products, and audience. Then, you can choose which platforms will best work for you. But remember, conscious adventure is part of the process, and so is testing and learning.
Some of the valuable tools and strategies that have proven to work are:
- Virtual conferences;
- Newsletters;
- Informative videos; and
- Email Marketing.
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Conclusions
Technology has taken the first step. But, Life Sciences companies are still in the run to taking the lead. The industry is demanding change, and so are its customers. Now is the time to build a bridge between technology and Life Sciences. And pave the way for innovative possibilities that will bring growth and improvement.
Some companies have already adopted digital approaches to communication and service that brought Life Sciences into collaboration with technology. You can learn more about these innovative strategies, here.
