India pharma survey reveals digital transformation underway among life sciences companies in India

A new industry survey by Veeva Systems reveals that pharmaceutical companies in India will leverage digital as a part of their strategy to achieve greater commercial effectiveness.

The Veeva 2016 Digital in Indian Pharma Survey shows a significant shift in customers’ expectations to use new digital channels, with 93% focused on increased multichannel interactions and customer engagement (79%).

With new opportunities in digital engagement, pharma companies are making digital core to their strategy with multichannel CRM. The lack of a digital strategy is seen as one of the major challenges in adoption, along with organizational readiness. As digital teams work with the business units to understand digital requirements, there is a fragmented view of who should drive this transformation with 21% believing management must lead the way.

"The current approach to digital is incremental in nature and includes processes for e-detailing and field reporting for example. The survey reveals that with a digital strategy in place, technology can enhance the customer relationship management, enable newer engagement models, and improve execution," said Sudhir Kandarth, country manager, Veeva Systems in India.

The Veeva 2016 Digital in Indian Pharma Survey explores the state of digital in the Indian pharmaceutical industry. The report draws on inputs from industry executives across the domains of sales, marketing, sales force and commercial excellence, digital marketing, information technology, and management.