“It’s essential for things like CRM or patient engagement capabilities to be much lighter for transformation to proceed at the pace that which it needs to, or else we’ll still be talking about these things five years on. ![]() “Organisations are going to have to have lighter systems – things which are not as costly, complex and cumbersome to deploy,” he says. But what, in the life sciences and healthcare space, does that? These are some of the dimensions we would want the audience to have some good food for thought about at eyeforpharma Barcelona.”Īt the upcoming eyeforpharma Barcelona conference, Indegene will be part of a panel discussing ‘The Age of the Connected Customer – Global content, systems and data enablement for the new age.’ The vision that Indegene, together with Microsoft, has to achieve desired transformations comes down to lighter systems, smarter interactions and improved data management. We see other industries doing that, where you can go seamlessly from voice to box, to web to mobile. We’ve been talking about orchestration for a long time, but now you have virtualisation and next generation experience in the mix. “Finally, there’s the question of how you coordinate all of this smoothly. What are the equivalent next generation customer experiences in this industry?” Be it omni-channel, or digital, the future is set to be filled with “more intelligent interactions, in completely novel ways,” he says. So, with Amazon, you might not use apps to order, but use Alexa instead. ![]() Personalisation or not, we know that the way we interact with each other in society and within companies is fundamentally changing. We have heard about ‘right time, right place,’ and customer and patient-centricity for a long time, but what does it take to do personalisation right in our space? “Where are the success stories? Where are the inadequacies? What’s holding us back? This is what we want the point of discussion to be, in order to execute better customer engagement, in spite of the specific challenges and nuances of our industry. To move in the direction of class leaders, Virmani suggests taking a thorough inventory. “How do we truly engage prescribers, patients, consumers and caregivers in ways which are valuable to them? We think other industries do a far better job of that, if you think of the Googles and Amazons of the world, or outside of retail, how Real Madrid does customer engagement.” “We think there is a significant lag between how we’re approaching and engaging our customers, for reasons which are valuable to them, not just pushing stuff in their direction. ![]() “Our central idea is better execution of customer engagement,” says Virmani, on Indegene’s remit harnessing analytics, technology, operations and medical expertise to drive better health and business outcomes for healthcare organisations. ![]() For healthcare solutions provider Indegene, who have partnered with Microsoft on life-science business applications, this necessary digital disruption is being spearheaded by technology.Īhead of the eyeforpharma Barcelona conference on March 12-14, 2019, Sanjay Virmani, Executive Vice President of Indegene, shares, in conversation with eyeforpharma Chairman Paul Simms how pharma can build lighter systems and better data enablement by learning from the success stories of other industries. In the age of the connected customer, traditional customer engagement must be turned on its head if pharma wants to meet the needs of the modern world.
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