Gaurav Kapoor, co-founder and executive vice president of Indegene, told pharmaphorum about how pharma can take lessons from the entertainment industry and prepare for the metaverse to boost content engagement.
The way pharmaceutical companies communicate with their customers must be rethought as technology advances. Kapoor said pharmaceutical companies can now learn from the on-demand nature of content delivery that Hollywood uses, while preparing for future needs in content delivery.
“One of our senior clients at a big pharmaceutical company said, ‘We don’t make pills. Nobody buys pills. Patients buy stories. Patients buy promises.’ Patients buy content, so we strengthened ourselves and convinced Indegene to be the go-to partner for content,” said Kapoor.
Indegene Kapoor explains that the focus is on using technology and compliance frameworks to help pharmaceutical companies launch their products and achieve 100% compliance. We do this by offering a modern way to structure your content.
Currently, pharma companies are primarily using digital means to connect with their customers, and Kapoor says he’s finding ways to create more customer-focused and compelling content from Hollywood.
Over the past decade, the entertainment industry has changed dramatically. Traditionally, content was distributed in movie theaters and primetime television. It’s now an on-demand experience with a customer-centric focus.
“Television used to be brand-centric. The industry has become customer-centric, with content being delivered based on age groups and personas. Pharmaceutical companies are pushing into the space with social media and digital. But we need to learn from Hollywood and TV and use more on-demand content,” Kapoor said.
The entertainment industry is also moving from brand-centric content to experiential content designed to immerse viewers in their messages by seeking to create a deep emotional connection between customers and brands. .
Pharmaceutical companies have not fully moved into the experiential content space and remain brand-centric content. This is not as engaging as experiential content that leaves him wondering how the product will affect his life and how it will help doctors improve the care of their patients. cause.
“When you look at TV and the content you get on TV ads, when you remove the brand, almost all ads look the same. there is,” said Kapoor.
The focus is on digital affinity. Channels people prefer, where they click on mobile, laptop, iPad, etc.
“Content affinity is more important than digital affinity. Suppose someone receives an email but does not open it because of the subject line. Open your email.It’s often said that email is effective.Email is dead.Email doesn’t matter.It’s about the content of the email.So the content is really the channel,” Kapoor says.
Indegene has profiled 1.8 million doctors in the US based on digital affinity, content affinity, behavioral affinity, and network affinity (individuals that doctors follow on social networks).
“By combining network, behavior, content and digital, we believe the world is driving success in content,” Kapoor continues.
Kapoor said pharmaceuticals need to understand that measuring success with content delivery methods is just as important, and that the entire process of measuring content success is changing.
Indegene acquires company DT Consulting, this is about “experience points”. Measure brand success with the Customer Experience Quotient (CEQ).
“The whole needle that measures email clicks and open rates and how many viewers are leaving.
The content experience is changing, and as technology advances, so does the need to rethink how companies deliver content in the future.
Kapoor expects the rise of new technologies to change content delivery, and that the metaverse will have a dramatic impact on content output and distribution. Meta will be the place where patients, consumers and doctors all come together. They can all talk together and it becomes a globalized world. ”
For example, people with rare diseases in Brazil or Germany can be connected with HCPs in the US and UK. Language barriers do not exist as online translators can translate dynamically without any problems.
of metaverse Bringing together technology, content and images to bring new dimensions to healthcare and impact how patients are treated.
Experiential and immersive education can retain more information than reading pamphlets and pamphlets.
Virtual and augmented reality allow you to enter the human body. Pharmaceutical companies can use this technology to describe the effects of drugs.
“We have had doctors go into the body, go into different parts, use different drugs, see how the drugs change over three months, six months, and then simulate that in patient cases. We envision a world where we can create and train a: how drugs work,” said Kapoor.
Patients can step into a 3D world and explore how drugs affect their bodies, how they cure disease, and how their bodies respond to drugs.
“It can only be done in the meta world. It will be immersive, engaging, and a completely different kind of content than what we are dealing with today,” Kapoor said.
The content may be accurate as the analysis may be sophisticated.companies are looking for ways to Data collection with eye tracking with virtual reality technology. Eye tracking also allows businesses to better understand what types of content are engaging with consumers.
“We could see what each doctor did, how much they took, what content they viewed, what they liked and didn’t like. What and what you don’t like — and now you can do precise marketing,” explains Kapoor.
Ads can be more customized, and data collection within the metaverse allows for more personalized content with greater impact for physicians and patients.
Greater understanding of the effects of drugs on the body through on-demand, immersive content offers many benefits. Still, Kapoor said the multiple barriers that exist in the pharmaceutical industry make these ideas difficult to implement.
However, the way pharmaceutical companies are regulated based on compliance is a significant barrier to allowing such changes. His MLR process, in particular, requires redressing the disconnected and siled approach within pharmaceutical companies to improve content turnaround times. Kapoor says this is the biggest bottleneck to change.
“On top of that, companies need to do advanced content analysis. Content analysis is important. Additions are essential to making this dream a reality,” claims Kapoor.
“Otherwise, this industry will not go to meta and experiential selling for years. It doesn’t communicate what it will bring to the patient, and it just defeats the purpose of patient-centredness.”
About the interviewee
Gaurav Kapoor is the co-founder of Indegene, leading the company’s co-commercialization efforts and driving new business development. For the past 20 years, Kapoor has led his Indegene sales and business development efforts in his APAC region, which includes China, Europe and North America regions. He is the architect of his co-commercialization function at Indegene and is responsible for partnering with senior commercial leaders of pharmaceutical, biotech and medical device companies to drive revenue growth for their products throughout their lifecycle. . Prior to joining Indegene, Kapoor held various marketing positions in the Indian pharmaceutical industry. He has a bachelor’s degree in pharmacy from St John’s Collective in Bangalore, India and his MBA from ENPC in Paris.
About the author
Jessica Hagen is a freelance life sciences and health writer and project manager who has worked with medical XR companies, fiction/non-fiction authors, non-profit and for-profit organizations, and government agencies.