Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sector
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/37062 |
Resumo: | The COVID-19 pandemics accelerated the digital transformation in healthcare. Companies need to match the speed of customer shifts and outpace the competition. That is only possible through an agile structure and capabilities such as real-time analytics, decentralized teams, flexible product platform, synchronized processes, rapid experimentation and open innovation. Understanding consumer preferences by prioritizing outcomes that matter to consumers and minimizing the patient/HCP burden while ensuring privacy and transparency is key. Portuguese neurologists value the current digital offer as satisfactory and censure pharma companies for not respecting their time, exhibiting high saturation of all online channels. The most valuable aspects on digital content/platforms are the source credibility, on-demand content, and free subscriptions. Pharma should invest on unbranded content and services to improve HCP clinical practice and therefore gain their appreciation. Regarding the communication channels, email is the preferred channel and social media and podcasts are formats in growth phase (currently, little to no value). For neurologists, the future will be hybrid, with both face-to-face and online interactions and face-to-face is still the channel with higher impact. Health Tech and Neurotech content is of HCP interest, with low offer at this time, hence should be considered by pharma. The future passes by creating internal innovation hubs, with cross-functional teams, and fostering external collaboration with local tech and digital health ecosystems (e.g., start-ups), to expedite digital HCP and patient engagement and contribute to the increase of high quality of care products and services, and ultimately, advancing digital and personalized medicine in neuroscience. |
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Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sectorOmnichannel excellenceNeurosciencesDigital transformationDigital marketingPharmaceutical industryDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe COVID-19 pandemics accelerated the digital transformation in healthcare. Companies need to match the speed of customer shifts and outpace the competition. That is only possible through an agile structure and capabilities such as real-time analytics, decentralized teams, flexible product platform, synchronized processes, rapid experimentation and open innovation. Understanding consumer preferences by prioritizing outcomes that matter to consumers and minimizing the patient/HCP burden while ensuring privacy and transparency is key. Portuguese neurologists value the current digital offer as satisfactory and censure pharma companies for not respecting their time, exhibiting high saturation of all online channels. The most valuable aspects on digital content/platforms are the source credibility, on-demand content, and free subscriptions. Pharma should invest on unbranded content and services to improve HCP clinical practice and therefore gain their appreciation. Regarding the communication channels, email is the preferred channel and social media and podcasts are formats in growth phase (currently, little to no value). For neurologists, the future will be hybrid, with both face-to-face and online interactions and face-to-face is still the channel with higher impact. Health Tech and Neurotech content is of HCP interest, with low offer at this time, hence should be considered by pharma. The future passes by creating internal innovation hubs, with cross-functional teams, and fostering external collaboration with local tech and digital health ecosystems (e.g., start-ups), to expedite digital HCP and patient engagement and contribute to the increase of high quality of care products and services, and ultimately, advancing digital and personalized medicine in neuroscience.A pandemia da COVID-19 acelerou a transformação digital nos cuidados de saúde. Como tal, as empresas farmacêuticas devem adaptar-se rapidamente de forma a responder às alterações de comportamento dos seus clientes e também à crescente oferta dos seus competidores. Isso é possível através de uma estrutura ágil e equipas descentralizadas, análises em tempo real e processos digitalizados e centralizados que promovam a experimentação e inovação. Os neurologistas Portugueses avaliam a oferta digital como satisfatória, referindo haver espaço para melhoria e os aspetos mais valorizados são a credibilidade da fonte, conteúdo on-demand e de acesso gratuito. A utilização massiva de formatos online pela indústria farmacêutica está a gerar saturação e sensação de falta de controlo por parte do médico. As farmacêuticas devem investir em conteúdos e serviços sem marca, com o objetivo de ir de encontro às necessidades do cliente. Relativamente aos canais de contacto, o canal preferencial é o e-mail e os canais podcast e redes sociais ainda não são valorizados relativamente ao apoio à prática clínica. O futuro será híbrido, com equilíbrio entre o presencial e o online. Os neurologistas demonstraram interesse nos temas Saúde Digital e Neurotecnologia. O futuro das farmacêuticas passa por criar centros de inovação, com equipas multifuncionais e, paralelamente, promover colaborações externas com agentes do ecossistema de saúde (por exemplo, startups), para aumentar a quantidade e qualidade dos produtos e serviços e contribuir para o avanço da medicina digital e personalizada nas neurociências, fortalecendo a imagem de credibilidade e compromisso para com os seus clientes.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaFernandes, Andreia Filipa Ramos2022-06-03T00:30:53Z2022-01-242021-122022-01-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/37062TID:202937763enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:42:30Zoai:repositorio.ucp.pt:10400.14/37062Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:30:08.008906Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sector |
title |
Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sector |
spellingShingle |
Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sector Fernandes, Andreia Filipa Ramos Omnichannel excellence Neurosciences Digital transformation Digital marketing Pharmaceutical industry Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sector |
title_full |
Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sector |
title_fullStr |
Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sector |
title_full_unstemmed |
Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sector |
title_sort |
Digital transformation in the pharmaceutical industry : a case study on the portuguese neurology sector |
author |
Fernandes, Andreia Filipa Ramos |
author_facet |
Fernandes, Andreia Filipa Ramos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Manuel Amador Rodrigues Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Fernandes, Andreia Filipa Ramos |
dc.subject.por.fl_str_mv |
Omnichannel excellence Neurosciences Digital transformation Digital marketing Pharmaceutical industry Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Omnichannel excellence Neurosciences Digital transformation Digital marketing Pharmaceutical industry Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The COVID-19 pandemics accelerated the digital transformation in healthcare. Companies need to match the speed of customer shifts and outpace the competition. That is only possible through an agile structure and capabilities such as real-time analytics, decentralized teams, flexible product platform, synchronized processes, rapid experimentation and open innovation. Understanding consumer preferences by prioritizing outcomes that matter to consumers and minimizing the patient/HCP burden while ensuring privacy and transparency is key. Portuguese neurologists value the current digital offer as satisfactory and censure pharma companies for not respecting their time, exhibiting high saturation of all online channels. The most valuable aspects on digital content/platforms are the source credibility, on-demand content, and free subscriptions. Pharma should invest on unbranded content and services to improve HCP clinical practice and therefore gain their appreciation. Regarding the communication channels, email is the preferred channel and social media and podcasts are formats in growth phase (currently, little to no value). For neurologists, the future will be hybrid, with both face-to-face and online interactions and face-to-face is still the channel with higher impact. Health Tech and Neurotech content is of HCP interest, with low offer at this time, hence should be considered by pharma. The future passes by creating internal innovation hubs, with cross-functional teams, and fostering external collaboration with local tech and digital health ecosystems (e.g., start-ups), to expedite digital HCP and patient engagement and contribute to the increase of high quality of care products and services, and ultimately, advancing digital and personalized medicine in neuroscience. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12 2022-06-03T00:30:53Z 2022-01-24 2022-01-24T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
status_str |
publishedVersion |
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http://hdl.handle.net/10400.14/37062 TID:202937763 |
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TID:202937763 |
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eng |
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