Technologies are changing everything in our lives, reshaping industries, and revolutionizing the world rapidly. Marketing has been revamped with new technologies and the internet, so each sector has had marketing revolutionized within it, including the pharmaceutical sector.
This year has seen evolving technologies trending in the pharma digital marketing field with technologies being implemented and developed to improve many aspects of pharma marketing.
The potential of artificial intelligence and machine learning in pharmaceutical industry
Data is being mined in every single sector, and these great amounts of data known as big data are used to enhance user experiences and influence their behavior with the aid of artificial intelligence and machine learning.
The way of collecting the data and analyzing it is being improved to be more authentic and more up to date, which is very important for an industry like the pharma industry.
AI and automation are going to enable pharma marketers to ensure every customer and client is receiving relevant info at the right time. Automation is making the task more simple and less time consuming, however, chatbots will never replace humans in every way as they will always lack understanding and emotions.
One of the promising examples in AI is IBM Watson for Oncology which is a leader in AI for Personalized treatment decisions in the oncology field. Medical data for each patient is used for treatment optimization. Recently, Watson helped a patient to diagnose a rare form of leukemia who was initially diagnosed as acute myeloid leukemia. AI examined millions of research data in minutes then successfully diagnosed the patient and recommended the treatment.
Effect of social networks in pharmaceutical industry
Social networks have evolved in recent years to be mandatory for pharmaceutical companies to reach specific targeted audiences when and where they need them. Social media platforms have become very necessary for healthcare businesses for content marketing.
Some studies believe that the number of Twitter tweets by pharmaceutical companies has increased by five times since 2013, which is an indication of how much pharma businesses are understanding the great benefits behind social media channels.
Bigger steps for mobile
Mobile technologies have taken big steps in the pharma industry in recent years. Clinical information can be accessed easily from smartphones by all healthcare professionals with some touches. This improves the focus of professionals on the more complicated tasks to be more productive which is really promising.
The rapidly moving IoT shift
Pharmaceutical IoT services and software are growing more rapidly than you would ever expect. A growth rate of more than 5 times is expected between 2015 and 2020, meaning that the industry is nearly doubled in size every year.
IoT is completely ready to revolutionize the pharma marketing industry, with data being processed inside the IoT devices themselves instead of the cloud. These tiny IoT gadgets are now able to process large amounts of real-time information individually, so the devices may already be ready for the transformation.
IoT can have a great impact on patient adherence and general health. Leading pharmaceutical companies are using now “smart pills” for drug administration and monitoring drug effects on patients.
Smart pills can be used to check patient adherence when the patients skip a dose, it will send them a reminder on their phones and if patients are not compliant for a few days it can send notifications to their healthcare professionals. Moreover, smart pills can detect serious events and can immediately alert the doctor to take action.
The remarkable development of multi-channel communication
The take over of digital communication over other communication channels, customer experiences have been totally changed. The digital communication has been evolving continuously to improve the experience and provide more options.
According to statistics, more than half of the online shoppers in the united states expect a healthcare customer service that is as good as Amazon. Not only this but also people now rely on the internet for authentic pharmaceutical and healthcare information that educates them.
The pharma industry is already keeping up with this, as the multi-channel approach is now becoming frequently used, enabling other digital features to be used in pharma like e-sampling and interactive detailing.
Every year, the pharmaceutical marketing sector is seeing evolution impacted by new technologies. 2019 hasn‚t been different, and the recent years aren‚t expected to slow down the evolving digital marketing seen in the pharmaceutical sector.
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