New Delhi, 03 Dec 2020:Despite Pharma sales representatives being locked indoors due to COVID-19 outbreak, Rx drug brands reached out to 75% Physicians in their targeted specialties, as per the 100-day Report of Doceree, Physician-only platforms for programmatic marketing.

Pharma marketers were able to get close to 2/3rd of the reach they were getting in the pre-COVID era. Doceree analysed over 20 million impressions served through its platform in the last 100 days from July 2020 – Oct 2020 (Q3 2020) and observed real-time developments in the Physician digital marketing space that could reflect broader trends.

“With COVID, it became difficult for Pharma brands to reach out to doctors. The field force was grounded, events/ conferences/congresses were either cancelled or moved online. In such a scenario, sales force took to tools like Whats App and i-messages to gain access to doctors and used Zoom meetings for remote detailing; but all with very little success as doctors found them intrusive in their professional and personal lives.In that scenario, Pharma marketers found solace in digital. They looked for professional platforms to reach out to doctors in a regulatory-compliant manner,” said Dr. Harshit Jain, Founder & CEO, Doceree.

The report dug deep into the vast amount of data captured by the Doceree platform to provide marketers with key trends and important insights into the Physician digital marketing. The data has been gathered from the digital marketing campaigns that pharmaceutical and healthcare brands run through the platform.

In terms of reach, Delhi & Mumbai provides nearly 10% reach of the overall doctor population. If Delhi-NCR (Central Delhi, Gurgaon, and Faridabad) is considered, then the reach is around 12%. Interestingly, 8 out of top 10 cities that give higher reach are in North India. Doceree provides the ability to precision target Physicians with its unique identity-resolution proprietary technology – Espyian.

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Change is not merely necessary to life – it is life: Alvin Toffler.

The pharmaceutical salesman or medical representative (MR) is a vital component of the healthcare industry.  It is the MR who has taken healthcare products to the nook and corner of our country.  The MR has strained every sinew to move, patiently wait at clinics, get access to the target doctor’s mind and represent talking points of his product in an attractive way so as to get mileage and sales.  In the process, patients get benefitted, health outcomes improve, doctor is satisfied with the product benefit, and the whole healthcare industry is benefitted by the medical representative’s professional activities.  It is not an exaggeration to say the MR is an unsung hero of the healthcare domain.

Corona warrior, the medical representative:

Contagious Covid-19 viral infection has put the world in the grip of a pandemic.  There is an economic contagion along with the pandemic.  Covid-19 contagion has caused an economic and social paralysis through lockdown.  Stress is at highest levels, with migrant workers being suffering pawns in the game.  The weakest link of society inevitably suffers on account of large destructive forces.Of the many professionals, the medical representative has put his mind and soul to the changing architecture of his practice.

In the past non-digital days, medical representatives have focused on persuasion practice through detailing, sampling and other inputs to doctors.  Thus, medical representatives are a welcome presence in clinics for doctors.  It is the medical representatives who provide a window to the world for the doctor, thus, the doctor gets to see someone who is not a patient during his practice.  The doctor undoubtedly likes the attention, ego massage, product reminder detailing and other promotional inputs provided by the medical representative.

In the Covid-19 era the MR is exposing himself to various forces of nature and moving to get an acceptable and welcome presence in clinics and pharmacies.  His work is now challenged by social or physical distancing approaches of doctors and pharmacists.  The doctors are now wary of meeting MRs freely.  Taking samples and other inputs from pharmaceutical companies is now a hazardous activity for doctors.  The sample boxes may be contact surfaces for carrying germs.  Hence, the Covid-19 times are changing the process of pharmaceutical messaging and relationship management with doctors and pharmacists.

‘Phygital’ era in pharmaceutical marketing gains traction:

Alvin Toffler is a timeless American author, futurist, thinker and businessman.  His iconic books include: Future shock, The Third Wave, and Powershift.  Among various statements made by him – many ring in the reader’s mind permanently, this includes his enduring remark: If you don’t have a strategy, you are part of someone else’s strategy.  Among various futuristic trends Alvin Toffler predicted – ‘the hi tech hi touch’ concept is potent.  This was placed in his book: Future Shock published in 1980. John Naisbitt another futurist, in 1982, expanded on the high tech high touch concept in the popular book: Megatrends.

Both John Naisbitt and Alvin Toffler agreed on this interesting concept as a reality of futuristic world, with some differences on presenting the subject.  This futuristic concept has come to the fore, due to market disruption by Covid-19 pandemic. Basically, high tech and high touch concept marries the high touch or human touch with high technology approach.  This means technology will complement the human effort in messaging.  It has happened gradually and innocently such as use of e-mail and whatsapp for messaging.

Covid-19 is changing the way pharmaceutical companies practice messaging:

Covid-19 is a highly contagious corona virus infection caused by SARS-CoV-2.  The first SARS-CoV caused the SARS (severe acute respiratory syndrome).  This new Covid-19 respiratory infection caused by SARS-CoV-2 is less fatal but more contagious.  Further, the asymptomatic period may last upto 8 to 10 days, before the person gets severe signs and symptoms of Covid-19 infection.  Hence, unknowingly many silent carriers of this disease transmit the disease socially.

As per WHO, the infected person releases invisible respiratory micro droplets when he speaks, coughs, sneezes, and exhales. These droplets may remain suspended in air for upto 3 hours, hence, there is a lot of emphasis on wearing mouth and nose covering masks.  Masks reduce transmission and inhalation of such virus carrying droplets.  The spike proteins on the fat protein outer layer of SARS-CoV-2 virus help attach to human respiratory cells when the droplets are inhaled.  The virus then injects its genetic material into the host cell, where the virus replicates and infects vulnerable humans.

Interestingly, the flying mammal bat from where this corona virus is suspected to have jumped to humans via the animal pangolin (the latter is also consumed for its meat in China) does not suffer viral infection, since the bat’s immune system suppresses the SARS-CoV-2 virus. Scientific reports have stated that the Covid-19 virus can remain viable in aerosol droplet form in air for up to 3 hours, and on contact surfaces for various periods of time: copper 46 minutes, cardboard 3.5 hours, plastic 6 hours 49 minutes, stainless steel 5 hours 38 minutes, and plastic 6 hours 49 minutes¹.

Vulnerable and non-vulnerable patients:

The young are normally non-vulnerable patients and recovery occurs after the eighth day.  Most vulnerable patients include elderly, and patients with co-existing diseases like diabetes, high blood pressure, liver disease and epilepsy. Signs and symptoms: tiredness, fever and dry cough (with or without runny nose, headache, nasal congestion or blocked nose, and diarrhea).  When the Covid-19 infection gets severe, there is breathing difficulty and lung damage.

Along with physical distancing, regular use of hand hygiene products (like hand sanitizer Inosept) and oral hygiene products like mouthwashes (eg., Freshclor) to rinse and throat gargle will ensure protection from Covid-19.  Use of steam inhalation and mouth masks additionally helps avoid spread of Covid-19, and protects from getting the infection.

Digital product promotional activity and Covid-19:

Covid-19 corona virus infection has put pharmaceutical sales personnel in “house arrest”.  Hence, there is a rise in alternative approaches of messaging to doctors and pharmacists. Whatsapp and internet based digital marketing activity has consequently seen a rise.  Viral marketing and other digital off shoots are gaining traction.  Digital training, digital meetings and digital messaging in marketing have taken off.  Digital has become a supportive alternative to face-to-face engagement with target market audiences.  Webinars and other platforms are used increasingly to engage doctors for messaging.

The last word: Karo na, digital

It is inevitable that pharmaceutical and healthcare marketing organizations turn to digital means for reaching out to target audiences.  The way to go ahead is ‘phygital’ meaning physical and digital combined.  Thus, ground level field working is complemented with digital working.  The catch phrase now is Karo Na, digital!

Reference: https://www.businesstoday.in/latest/trends/deadly-novel-coronavirus-can-exist-in-air-for-hours-and-for-days-on-surfaces-says-study/story/398621.html

Sunil S Chiplunkar

M Pharm (Pharmacology) MBA (Marketing) PGDHRM (PhD – Pharmaceutical Sciences)

VP – Business Development, Group Pharmaceuticals, Bangalore

Ph : 6364578669

Email: 1969sunilchiplunkar@gmail.com

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What next? Perhaps this is the top of mind question of all marketers and others.  The situation got changed. We are all used to a way of life.  Getting up at 6.00 am, getting ready and being out of home at 8.15 am, reaching office or work place or work spot (for field workers) at about 9.15 am and following the pattern till evening.  As evening falls, going home via a friend’s place or favourite café or after a walk in the park is what one does.  This pattern repeated day after day.  Every pharma company marketer has a pattern of ensuring that its foot soldiers performed in-clinic (may be 11 calls/day), in-stall, in-CME, in-pharmacy (approx. 6 chemist calls/day), and campaigning activities for demand creation and fulfillment. And suddenly, one fine day, it is curtains for this pattern.

Corona Virus break:

The SARS-CoV-2 virus that goes by the name Covid-19 originated from a bat or pangolin or from a bat to pangolin and then to the butcher at the Wuhan wet non-veg wildlife food market of Wuhan, Hubei province, China and finally to rest of world – has disrupted the pattern of normal existence of every citizen in the world.  In any case this is a highly mutated virulent contagious corona virus of which Bill Gates warned and many movies like Contagion signaled – this virus is causing immobilization.  This pandemic has ensured economic cycles are broken.  Everyone is wondering – what next?

We are aware marketing is an important organ of business development.  Marketing is an organizational process (not just departmental) to create, communicate and deliver value to target audiences, stimulate and facilitate exchange processes. Marketing generates customer satisfaction and delight (the latter happens when we do something extra unexpected to the customer and he gets delighted).  When marketing is effective there is ever increasing market penetration and spontaneous word-of-mouth – and in modern times it means marketing makes messages go viral.  Marketing is accountable for customer acquisition and retention.  Just like measurement is critical, training is a game changer and all other aspects of a business are vital; marketing is the life breath of business development.

The current socio-economic scenario is certainly not going to the normal we know any soon, is my viewpoint.  The future scenario will have several new normals’, this will include hefty digitalization of marketing – digital messaging with lesser face-to-face interactions.  The Covid-19 pandemic induced lifestyle change is a trend and we need to change our marketing activities accordingly.  Digital marketing and e-messaging is the only way out.  Jo dikta hain woh bikta hain is the only truth of marketing and business development.

Already online medicine companies have got the green signal from government – https://timesofindia.indiatimes.com/india/centre-permits-doorstep-delivery-of-medicines-during-covid-19-lockdown/articleshow/74829942.cms

We are seeing a sea change of attitude towards digital activity by govt. of India and all other business organizations:

Big Bazaar has revved up the home delivery activity.  Ref.: https://www.bigbazaar.com/door-step-delivery/ also second reference: https://economictimes.indiatimes.com/industry/cons-products/fmcg/big-bazaar-expands-home-delivery-footprint-as-india-gets-stuck-in-lockdown/articleshow/74807089.cms

Big Basket is now a seen as a life saviour service – they have innovated with times to handle huge volumes, they are working with fervor and a missionary zeal similar to a corona warrior.  Big Basket offers contact-less service too, now, where the delivery man places the items at the doorstep of buyer or at security ,and does not meet the person who is ordering.  Big Basket is taking pooled orders from a single apartment complex that makes fulfillment faster and easier.  That is how market responsive firms respond; they rise to the occasion, at Mahindra, a few innovator employees locked themselves up to finally come up with the prototype of a ventilator.

THE MOST IMPORTANT THING FOR AN ORGANIZATION IS NOT TO GET OVERWHELMED AND IMMOBILIZED.

A challenging crisis time is the opportunity to recast marketing procedures and get relevant to stay in business! That is what Cipla is doing with Cofsil.  Many in the market never knew that this respiratory health brand had a mouthwash gargle. Suddenly Cofsil Experdine Gargle https://www.cofsils.com/experdine-gargle is making its presence felt in you tube advertisements and other digital media. Cofsil Experdine Gargle is a mouthwash.  Positioned as a gargle and mouthwash, Cofsil is useful for oral health.  The beauty is that mouthwashes can be used to gargle in the mouth and cleanse the throat.

Betadine has put its mouthwash and gargle on a high exposure mode digitally. Many sore throats are caused by viruses and some types of bacteria.  And this is the time of Covid-19 virus – ideally we should be using more of mouthwash for oral and throat gargling along with hand hygiene.

Two vital trends for good health in the background of Covid-19 pandemic that pharma marketers can use:

1. Hand hygiene

2. Mouthwash based oral hygiene (for oral cavity hygiene and throat gargling)

We have a habit of touching the face, studies say we do it up to 16 times a hour, unknowingly by force of habit.  Contaminated hands transfer bacteria and virus to the nose, mouth, eyes and lips.  Thus, absence of hand hygiene can be dangerous – may lead to Covid-19 infection.  Hence, along with hand hygiene, oral hygiene through mouthwash (for oral cavity cleaning and throat gargling) is essential. The era of digital marketing in pharma has arrived firmly thanks to disruptive pandemic Covid-19.  Pharma companies are racing to engage doctors, pharmacies and patients on health and products.

Freshchlor is a mouthwash for oral hygiene (mouthwash and throat gargle with proven use against viruses and bacteria)

There are many possible digital marketing approaches:

1. Right time to offer online CME programs to doctors, dentists and other medical professionals who are having free time to participate in them, and gain CME points (many private medical practitioners are having reduced patient flow and dentists are not practicing chair procedures)

2. Engage with campaigns through whatsapp to targeted doctors and pharmacies

3. Make product websites interactive so that patients engage with them eg.,https://www.cofsils.com/experdine-gargle and https://www.dettol.co.in/en/ the latter have created a web link on Covid-19 information

4. Offer a helpline manned by doctors offering information on Covid-19, respiratory disease and Cofsil mouthwash eg., Cipla Covid-19 helpline Ph. XXXXXXXXXX

5. Offer a dentist hotline to answer quiz questions and gain points that can be redeemed later for gift hampers, eg., Group Pharma dentist quiz hotline Ph. XXXXXXXXXX

6. Offer a doctor-only website that hosts medically relevant information on Covid-19

7. Brand based messaging on various aspects of Covid-19 and other things to do through social media (it requires a social media team)

What next?  It is to stay relevant, that is what marketing is all about!  Best of luck pharma and healthcare marketers, stay safe in the times of Covid-19!

Sunil S Chiplunkar M Pharm (Pharmacology) MBA (Marketing) PGDHRM

VP – Business Development, Group Pharmaceuticals, Bangalore

Email: 1969sunilchiplunkar@gmailcom    Ph.: 6364578669

www.pharmaceuticalshealthcare.blogspot.in

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