COVID-19 Forcing You To Go Digital? You’re Missing A Trick

Moments of crisis always mean change.

In these times, it’s tempting to reach for quotes from leaders who successfully navigated through turbulent times. "Never let a good crisis go to waste," is one often attributed to Churchill and requires us to remain level-headed despite the widespread panic. Companies founded during times of turmoil, like GE, IBM, and Microsoft, know that if they can make their business work during times of upheaval, they can go on to be even more successful in times of stability.

When humans and businesses face uncertainty, they must embrace it if they are to awaken inner creative abilities. A look back in history illustrates that crises and extreme threats can be useful for directing individuals, a country or the world to a solution. Once a crisis is in motion, turning it into an opportunity often requires new ways of seeing, thinking, and responding. Applying traditional responses may lessen the pain temporarily, but to lay the foundations for long-term prosperity, it's essential to focus on solving the underlying problem.

It's now time to consider a new digital business model, a different approach based on the availability of data and the use of Artificial Intelligence (AI).

So, how does the pharmaceutical industry continue to engage healthcare professionals (HCPs) during this crisis – and more importantly, what will be the long-lasting impact?

The restriction of movement, cancellation of key industry events and global travel bans have all impacted the ability to engage HCPs in person. The obvious answer is to increase the use of digital solutions like remote video calling. Veeva Systems has acted quickly, recently announcing a back-up solution for current CRM users. They are offering , a product designed to enhance HCP-to-sales rep communication via web-based audio and video content sharing capabilities, free of charge for six months. This is a commendable initiative and will go a long way to bridging our communication needs during this period.