Beating Digital Darwinism - Indian Pharma Needs a New Robust Strategy Not a Digital Strategy
Participants
Opinions
Beating Digital Darwinism - Indian Pharma Needs a New Robust Strategy Not a Digital Strategy
Participants
Opinions
Description
Keynote:
Gartner predicted in 2014 that 75% of all businesses (not just pharma) would eventually become or prepare to become digital businesses by 2020. There is no way they could have seen, Covid catalyse the change, and yet their prediction came true. This eventually means that more 90 percent of customers are already online, since businesses merely follow customers and rarely blaze a new path. The forced shutdown since March helped us realise this in the best possible manner.
As physical meetings with customers became off-limits, companies were first stumped and then baffled. Soon, realisation dawned that other routes presented opportunities to reach out to them, creating the “digitally aware”. This caused a great deal of floundering to seek out technology. People scrambled to pick tech off the shelves and arm themselves with almost anything that was on offer.
In the near future, after a few months of deployment, we might realise that although we are ‘doing digital’, it isn’t as rosy as they had promised it would be! It will probably also clarify two important concepts in our minds - 1) Pushing products isn’t what customers want. And if that isn’t what they want, then what do they want? This question might make us see the light, that we really don’t know. We always thought we did, but not quite.
This important step in the evolution of digital transformation is what helps us understand the new ways of working. Ushered in by the new normal, it requires us to fundamentally change the way we operate. This realisation will make us “digital utilitarians” - or people who understand how to use technology to do business in a better way.
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Excellent presentation, and the concept of ICSS is nicely explained, Sir just a request for more clarity is it possible to explain the ICSS concept with the help of a current brand in pharma market for better understanding