Pharma is embracing new tech to connect with their consumers

Learn how the Pharma industry is embracing emerging tech to complement thier marketing efforts

Pharma is an industry that has been more cautious when it comes to quickly adopting new tech and change, compared to other industries. And often that behaviour may halt the pace at which newer technologies -to engage better with customers- are adopted, taking a bit longer compared to other industries.

But in this new era, where more content is produced in a week than a year’s worth of material decades ago… Consumers expect innovation and creativity to stay engaged.

While a great part of the industry still thinks print-first when it comes to informing users about their products. Others have taken a stand, and have become frontrunners for adopting new technologies to improve -and modernize- the ways of connecting with patients.

But those who stand at the forefront of the pharmaceutical industry’s marketing, understand that print-first is okay, but new technologies have the power to increase the efficiency of marketing actions manifold if used correctly.

Here are some examples of how pharma companies leverage new tech:

ARTIFICIAL INTELLIGENCE

They have not only disrupted the world as of now. But they are also being leveraged by Pharma giants. It’s the case of Pfizer Brazil, where their AI Chatbot ‘Fabi’ provides astoundingly intelligent support and information on medicines. On the other hand, Novartis is also using AI-based analytic tools to engulf consumer data and extract insightful trends that later on become laser-focused marketing strategies. Even having a dedicated AI Lab in collaboration with Microsoft.

VIRTUAL REALITY

Thanks to VR, immersive and unbelievable customer experiences are being created daily. Johnson & Johnson has used VRs to invite customers to their facilities and observe how products are made. Roche built amazing educational experiences for healthcare professionals. From showcasing complex medical procedures without risk. To some of their products, among many other applications. All through VR.

AUGMENTED REALITY

Augmented Reality -the sister of VR- is also being heavily used to enhance marketing actions by embellishing the real world with branded assets or experiences. See how Pharma is embracing emerging tech; Sanofi used AR to create a demonstration for their insulin pen. On the other hand, GlaxoSmithKline has created -via AR- tailored content for customers, such as dosing instructions.

WEARABLE TECH

How Pharma is embracing emerging tech – Wearable technology is an ever-growing and expanding market. This provides a great gateway to access user data almost instantly. And in return, offer more tailored experiences. AstraZeneca joined forces with software developer Huma to develop digital patient companion apps, that will take advantage of wearable-sourced data. And, Novo Nordisk is using wearable technology to create personalised fitness plans for their customers.

Novo Nordisk Senior Officials sign an agreement with Glucare.Health at Glucare.Health’s UAE headquarters. From Left to Right: Novo Nordisk’s Senior Vice President Region APAC, Sebnem Avsar Tuna, Novo Nordisk’s Vice President and General Manager, UAE, Mads Bo Larsen, GluCare.Health CoFounder & Managing Director, Dr Ihsan Al Marzooqi, and GluCare.Health Co-Founder and Chairman, Ali Hashemi.

BLOCKCHAIN

What cannot be altered -ever- must be transparent. The benefits of blockchain are being exploited to improve the quality and control of supply chains in the industry and reduce counterfeiting. For example, Pfizer has partnered with Chronicled to use blockchain to ensure the authenticity of their Viagra products. And Merck has also used blockchain to improve the efficiency and transparency of their clinical trial data.

It’s a fact! Pharma is embracing emerging tech to improve their marketing efforts in 2023. From AI to VR, and more. These technologies are helping companies better engage with their customers and build stronger relationships.

At Polar London, we perfectly understand this new behavioural change, and the need of staying connected in a more modern way with patients, practitioners, and carers.

We believe that the key to achieving digital excellence lies in clearly illustrating objectives and being open to the possibilities that new technologies can bring. By embracing emerging technologies and incorporating them into our strategies, we can effectively reach our goals and stay ahead in the constantly evolving digital landscape.

The world changed. Tech advanced. Users and customers evolved. Seizing these new techs is now paramount to taking engagement and brand value to a whole new realm.

Get in touch with Polar London and make sure you’re playing the right game, with the right set of tools for maximum growth and engagement.