As 2024 comes to a close, one thing is clear—while we thought we’d seen it all—the digital transformation in healthcare is just beginning.
A few years ago, digitalisation was a buzzword; today it’s one of the biggest challenges facing the healthcare and pharmaceutical industries, which are rapidly adapting to seize new digital opportunities.
In light of this hot topic, Sabine Louët, CEO of SciencePOD, invited a panel of industry leaders and experts to explore the future of digital customer engagement:
- Rodney B. Smith, VP, Global Oncology Medical Affairs Franchise Head at Daiichi Sankyo Europe GmbH
- Alyssa Fenoglio, VP, Global Head of Digital Commercial at Teva Pharmaceuticals
- Ingo Floren, VP, Digital Customer Engagement at Bayer
Together, they engaged in a thought-provoking discussion, unpacking key challenges and potential solutions for the industry. So, what critical insights were revealed? Let’s dive in!
First, was the identification of obstacles preventing organisations from fully embracing digital opportunities. The panelists agreed that addressing these ‘blockers’ is crucial to moving forward. Drawing from their wealth of experience in healthcare and pharma, panelists identified the following key obstacles holding back progress in customer engagement and digital transformation.
1. Regulatory constraints
As Rodney B. Smith pointed out, the healthcare industry is heavily regulated. While these regulations are necessary for protecting patient data and ensuring safety, they can sometimes slow down the adoption of new digital tools. The strict rules around data privacy and patient confidentiality make it challenging for organisations to implement digital strategies that are both innovative and compliant.
2. Legacy systems
Alyssa Fenoglio raised a valid point in her comments on the challenge of legacy systems. Many pharmaceutical companies are still working with outdated technology that doesn’t easily integrate with modern digital solutions. These legacy systems create significant roadblocks, making it harder for teams to leverage data effectively and engage customers through new digital platforms.
3. Data silos
Ingo Floren brought up a critical issue: data silos. Fragmented data across different departments and systems prevent companies from having a clear, unified view of their customers. Without a complete picture of the customer journey, it’s nearly impossible to offer personalised, timely engagement through digital channels.
4. Digital literacy gaps
The panel also touched on the varying levels of digital literacy within organisations. As Sabine Louët pointed out, not everyone is fully comfortable or familiar with digital tools, especially in industries like healthcare where the focus has traditionally been more on clinical expertise. This knowledge gap can result in hesitation to adopt new technologies, making it an important blocker to address
5. Trust issues
Another point raised during the session was trust. Both patients and healthcare professionals are often wary of digital tools, particularly when it comes to handling sensitive health data. Concerns over data security and privacy can result in reluctance to engage with new platforms, further complicating digital adoption.
6. Cultural resistance to change
Finally, the panelists pointed to a cultural resistance to change that exists within organisations. Healthcare, in particular, has long-standing traditions and processes that can be difficult to shift. As a result, even the most well-intentioned digital strategies may face resistance within the organisation, making transformation even more challenging.
These ‘blockers’ present significant challenges, but recognising their existence is an important first step. The good news? Addressing these obstacles unlocks the potential for deeper, more effective customer engagement through digital channels.
Fortunately, there are many passionate and forward-looking individuals in this industry eager to make progress. They are ready to take action for innovation and growth. Here are some of the solutions put forward to help break through the ‘blockers’ and drive digital transformation in healthcare and pharma.
- Collaboration across departments – One of the most powerful solutions discussed by the panel was the importance of collaboration across different departments. Rodney B. Smith emphasised that breaking down silos is essential. By creating cross-functional teams—combining digital, medical, and commercial expertise—companies can ensure a more holistic and integrated approach to customer engagement. This collective effort helps everyone see the big picture and work toward common digital goals.
- Embrace agile methodologies – Alyssa Fenoglio shared how embracing agile methodologies has been a game-changer for her team at Teva Pharmaceuticals. By adopting a more flexible, iterative approach to project management, digital initiatives can be rolled out more quickly, allowing teams to test and refine their strategies based on real-time feedback. This adaptability is key to keeping pace in a fast-evolving digital landscape and responding to market changes promptly.
- Invest in user-friendly technology – Ingo Floren stressed the importance of user-friendly digital platforms that can be easily adopted by healthcare professionals and patients alike. By simplifying technology and ensuring it meets the user needs, companies can reduce resistance to new digital tools. Intuitive, accessible platforms that require minimal training will help foster better engagement from all stakeholders, making digital transformation more seamless and effective.
- Data integration and smart analytics – Data integration was another vital solution discussed. According to the panel, harnessing the power of unified data across all channels is crucial. With integrated data, companies can gain a deeper understanding of customer behaviour and preferences, enabling them to create more personalised and relevant digital experiences. By leveraging smart analytics, organisations can also gain actionable insights to continuously improve their engagement strategies.
- Focus on education and digital literacy – The panel highlighted that investing in education and digital literacy programs is key to overcoming the knowledge gaps that hinder digital adoption. Providing healthcare professionals and teams with the necessary skills and confidence to use digital tools is crucial for driving broader acceptance. Training sessions, online courses, and hands-on support can help bridge this gap and empower teams to take full advantage of digital solutions.
- Building trust through transparency – Finally, building trust was a major focus of the discussion. The panelists agreed that transparency is essential when it comes to data security and privacy. By clearly communicating how data is handled and ensuring robust security measures are in place, companies can gain the trust of both healthcare professionals and patients. This trust is foundational for the success of any digital engagement strategy in healthcare.
These solutions offer a clear path forward. While the ‘blockers’ are significant, they are not insurmountable. By taking these actions, organisations can overcome obstacles and unlock the full potential of digital engagement. It’s all about working together, embracing new ways of thinking, and continuously pushing the boundaries of what’s possible.
Human-centric approach to digital interactions
Despite an increasing need to shift to digital, the human element cannot be overlooked. HCPs are often overwhelmed by the sheer volume of information and digital tools available to them. Sabine Louët pointed out the importance of approaching this shift with empathy and understanding. By focusing on a human-centric approach, where technology complements rather than overwhelms the relationship, healthcare companies can build stronger, more genuine connections with HCPs. This includes personalising content and making it more relevant to each professional’s specific needs and daily challenges.
Provide value, not just information
Alyssa Fenoglio made an important point: HCPs are flooded with information from countless sources. To truly capture their attention, the content shared must add value. Whether it’s through clinical insights, data-driven resources, or practical tools that make the work of HCPs easier, companies must move beyond generic marketing materials. By delivering content that is not just informational but also valuable and actionable, organisations foster deeper trust and engagement with HCPs.
Open channels of communication
Rodney B. Smith pointed to a need for more open and two-way communication between organisations and HCPs. For too long, the relationship between pharma companies and healthcare professionals has been one-sided. To reset this dynamic, it’s essential to create open channels where feedback can be shared in both directions. This means listening to the challenges HCPs face, understanding their concerns, and responding with practical, meaningful solutions. Encouraging ongoing dialogue ensures that digital solutions are tailored to meet the needs of HCPs and are not just pushed onto them.
Continuous learning and support
One of the biggest hurdles HCPs face is the learning curve associated with new digital tools. Ingo Floren shared that one of the most successful strategies for resetting relationships is offering continuous support and education. It’s not enough to simply introduce a new tool or platform; organisations must provide HCPs with the training, resources, and support they need to use these tools effectively. By fostering a culture of continuous learning, companies ensure that HCPs feel empowered rather than overwhelmed by the new digital tools at their disposal.
Recognising HCPs as partners
Rather than seeing HCPs merely as recipients of digital tools and content, organisations should view them as true partners in the digital journey. As Ingo Floren put it, “HCPs are the experts in patient care, and we need to recognise their critical role in shaping how digital tools are used in practice.” By engaging HCPs in the development and refinement of digital solutions, companies can create more tailored, practical tools that truly meet their needs and enhance their ability to deliver excellent care.
Transparency and trust in data usage
Trust is a huge factor when it comes to resetting the relationship with HCPs, particularly when it comes to data. The more digital tools and solutions are integrated into the healthcare system, the more data is collected. Transparency about how this data is used, shared, and protected is crucial. HCPs need to feel confident that their data—and the data they manage on behalf of patients—is handled responsibly and securely.
New technology and new relationships
Resetting the relationship with HCPs is not just about technology; it’s about creating a partnership that values their time, expertise, and needs. By following these strategies, organisations can engage HCPs more effectively in the digital era, ensuring that their digital transformations truly benefit all stakeholders.
The panelists wrapped up the session by highlighting Sabine Louët leadership in expertly guiding this session. Her ability to bring together key industry leaders and spark such a dynamic conversation around digital engagement is a testament to her passion for driving change.
The key takeaway from the panel was that while obstacles exist, solutions are within reach. And through the tireless work of passionate professionals across the industry, transformation is both possible and already well underway.