Seizing the moment in digital

  One of the most remarkable changes driven by the pandemic has been the rapid transition from face-to-face interaction to digital communication across every aspect of our lives. Even the most tech-phobic among us have been forced to embrace what digital technology has to offer.  This huge shift across all demographics and geographies could provide an unforeseen benefit to pharma, an industry that has been ripe for different types of engagement, but which has until now been held back from embracing them. The pandemic is accelerating the rollout of digital of platforms and services, says Abel Archundia, SVP, Global Head of IT& Digital Transformation, at Bayer. Some of this is being led by patients. “The biggest opportunity we now have is that of empowered patients who will now have much more awareness about what choices they have,” he says. “They are much more aware that their data matters, that their adherence to a therapy can be tracked and that their participation is important for them to be healthy and to stay healthy. There is an opportunity that we now have to really leverage that.”  Given the restrictions that prevent pharmaceutical companies from directly accessing patients and the ongoing shift of the HCP role from prescriber to advisor, it is even more important, he says, to seize the opportunity to arm HCPs with the digital tools they need to improve patient outcomes.  The main barriers standing in the way of progress, he believes, are people a...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news