Pharma Launch Secrets
How Indegene Uses “Hybrid” Go-To-Market Model to Help Orchestra Omnichannel Pharma Launches for Their Clients
Jan 12, 2024
Explore the hybrid model blending face-to-face with digital in pharma launches. Uncover the reasons behind launch failures and the shift from Reach and Frequency model. Delve into the importance of channels vs. content and Indegene's TLO framework for optimization. Learn about building digital engagement models for healthcare professionals.
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Quick takeaways
- Hybrid omni-channel model integrates face-to-face and digital channels for enhanced HCP engagement.
- Segmentation and personalized messaging are key for successful pharmaceutical product launches.
Deep dives
The Importance of Successful Launches in Pharma Marketing
Pharma marketers are intensifying their focus on successful product launches due to the high rate of launch failures in recent years, with over 60% not achieving their year two forecast. The evolving market dynamics and customer preferences necessitate a deeper understanding of what it takes to launch successfully. A key trend involves adopting a hybrid omni-channel model that integrates face-to-face interactions with digital approaches to enhance the healthcare professional (HCP) experience and improve reach and engagement.
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