Forbes | John Nosta, Contributor
Ok, call me crazy. But I got to thinking about digital health and the
role of pharma. Then it hit me. Perhaps the best way to finally
engage the stogie pharmaceutical industry is to leverage technology at their
sweet spot–the sales representative. The industry is often defined by
those office waiting room fixtures dressed in their pharma uniforms.
We’ve all seen these surrogates who carry their sample bag and serve up
the latest drug information. And the interesting thing is that under the
yoke of regulation and guidelines, many pharma reps must rigidly stay within
the rules of engagement–from on-label discussions to restrictions on gift
giving and…ouch…donuts!
Computer perfection
The delivery of complicated information around a disease and drug
adminsitration is complicated. And the value of a sales rep to deliver
accurate and well-informed information is essential. Our PharmaBot
provides a level of accuracy that can make ken Jennings and IBM Watson a bit
nervous.
“Thank you doctor, but your concern regarding
cytocrome P450 2D6 is completely unwarned and poses no clinical significance.
May I forward you the most recent reference published this morning in JAMA?”
Instant updates
Label changes, new data, recalls and new products launches are just part of
the stream of information that drives pharmaceutical selling.
Perhaps the most common question asked by health care professionals to a
rep is “what’s new?”. And now, what’s new is simply a an electronic
update away. And beyond that clinical aspects, instant communication
facilitates a PharmaBot that know “her” audience in almost frightening
accuracy. From Facebook posts to
prescribing habits, our futuristic rep is connected in ways that were once
unimaginable.
“And happy birthday Doctor! I hope you
enjoy the philharmonic tonight with your family–that twitter picture was very
cute.”
Regulator Compliance
Compliance. It’s the complicated task of both rep and company.
However, the human component associated with selling can sometimes
complicate this task. And even worst, deliberate actions can put a
corporation at significant risk. But our PharmaBot can follow the line–to
perfection.
“Thank you Doctor for that question.
However, that topic is off-label and cannot be discussed. However,
our regulator affairs department will follow up with you today to clarify this
issue.”
Clinical
brilliance
Let’s face it, the sales representative is almost without exception less
educated, has less clinical experience and generally is regarded as more a
sales person than a colleague. And while exceptions certainly exits, the
ability for a rep to “connect” with a health care professional on a
intellectual level is high accomplishment. Except now. Our friendly
PharmaBot is more that another pretty face. She’s Ivy League educated and
completed a virtual clinical fellowship at a top medical center. And the
brilliance of PharmaBot is manifested in a style that rivals your favorite
medical school professor. Simple put, this sales representative is a
clinical peer. But to push this concept a bit further, this robot
transcends the disruptive “human” idiosyncrasies and problematic inter-personal
skills by letting her target audience take center stage.
“…that’s very observant Doctor! I’m
reminded of a lecture by Dr. Smith who wrote the new guidelines. Would
you like to see a 3 minute video where he addresses this very point?”
Ok, I exaggerate a bit
here. But our PharmaBot can speak with a woman’s voice, man’s voice,
other languages or even as a child. (Some sales representatives, as in
the device industry, have direct patient interaction.) So, the
connection can be much more than just just intellectual and fact-based.
“Gracias amigo.
Puedo hacerlo.”
That’s my take on the
technology of the future and where pharma might just on board. It’s just that
donut box and hot coffee that needs to be worked out!!