Personalised pharma: How to drive effective digital engagement

A major impediment to digital transformation in the pharma sector is the reliance on outdated legacy platforms. About 35% of pharma leaders report that these platforms hinder their progress toward adopting new digital technologies and strategies. These legacy systems often lack the flexibility and scalability needed to support advanced data processing and personalisation efforts.

To address this issue, many pharma companies are prioritising the creation of internal digital tools and systems in 2024. In fact, 40% of industry leaders are focusing on developing robust data processing and quality management systems. These new systems aim to provide a solid foundation for the complex data handling required for personalisation.

It is widely regarded that pharma manufacturers have operated with siloed mindsets, where different departments work in isolation rather than collaboratively. This fragmentation can prevent the seamless sharing of engagement data and insights on customer needs and preferences. 

The industry is also heavily regulated, with stringent guidelines around data security and privacy. While 37% of pharma leaders believe that ensuring robust data security and privacy measures is crucial for driving digital disruption, the risk aversion associated with these regulations often makes it challenging to explore and implement innovative personalisation strategies. To overcome these barriers, companies must work toward breaking down internal silos and fostering a culture of collaboration. This cultural shift can facilitate better data sharing and integration, allowing for a more comprehensive understanding of HCPs’ preferences and behaviours.

Greater collaboration across the pharma and healthcare sector —and potentially with other sectors—could be a game-changer for personalisation. Pharma leaders recognise the need for increased knowledge-sharing efforts to overcome the challenges they face. By learning from examples in other sectors that have successfully implemented personalisation strategies (i.e., Netflix), the pharma industry can gain valuable insights and best practices. 

Fostering collaboration and sector-wide learning requires deliberate effort and the creation of platforms and forums for sharing knowledge and experiences. Industry conferences, cross-sector partnerships, and collaborative research initiatives can provide opportunities for pharma companies to learn from each other and from other industries.