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.”