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During Covid-19, the percentage of physicians in India accessing scientific content published by pharma and medtech companies has grown by more than 40%, according to research by India-based data foundation THB. Looking forward, about 85% of doctors in India believe that digital exchanges with pharma and medtech firms will be as important as (if not more important than) face-to-face interactions with sales reps, medical liaisons and marketing staff. Nearly 50% say that, in the future, they will engage with healthcare companies more via digital channels than face-to-face. As marketing to doctors in India takes a digital leap forward, successful pharma and medtech companies are starting to differentiate themselves by incorporating digital options into their commercial operating models and ensuring that they have the appropriate channels, content and formats.
This research was conducted by THB, a technology, healthcare and big data analytics company based in India. THB's platform provides digital scientific education and helps patients connect digitally with clinicians. During the last 12 months, the platform has enabled more than 4 million patient consultations with more than 250,000 doctors. THB's platform offers physicians proprietary clinical insights, evidence and research from real-world data across more than 25 therapy areas.
First published in September 2020