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Τρίτη 27 Οκτωβρίου 2015

Pharma reps need to bone up on tech skills as drug launches move digital




Getting reps to master digital tools is a big opportunity, according to Nancy Phelan, head of the customer engagement center, worldwide customer operations for Bristol-Myers Squibb. In a recent keynote speech, Phelan talked up those tools and their positive effects on pharma brands, Medical Marketing & Media said in coverage of its leadership exchange conference.
“I don't think we should be asking ourselves, ‘Are we ready?,' because it implies that digital transformation is still in front of us and that we have time to get ready,” said Phelan, referring to the title of last Thursday's MM&M Leadership Exchange event, “Digital Transformation of Product Launch: Is Biopharma Ready?”
“Actually, we're in the middle of significant structural change,” she said. “Digital transformation can be a key enabler of success in some really challenging and very fiercely competitive markets. But it's going to [require] us to do things very differently.”