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Reimagining Communication in the Pharmaceutical Industry in the Next Normal

Reimagining Communication in the Pharmaceutical Industry in the Next Normal

Amílcar Barreto
Copyright: © 2023 |Pages: 31
ISBN13: 9781668473535|ISBN10: 1668473534|ISBN13 Softcover: 9781668473542|EISBN13: 9781668473559
DOI: 10.4018/978-1-6684-7353-5.ch011
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MLA

Barreto, Amílcar. "Reimagining Communication in the Pharmaceutical Industry in the Next Normal." Perspectives on Workplace Communication and Well-Being in Hybrid Work Environments, edited by Alexandre Duarte, et al., IGI Global, 2023, pp. 162-192. https://doi.org/10.4018/978-1-6684-7353-5.ch011

APA

Barreto, A. (2023). Reimagining Communication in the Pharmaceutical Industry in the Next Normal. In A. Duarte, P. Dias, T. Ruão, & J. Andrade (Eds.), Perspectives on Workplace Communication and Well-Being in Hybrid Work Environments (pp. 162-192). IGI Global. https://doi.org/10.4018/978-1-6684-7353-5.ch011

Chicago

Barreto, Amílcar. "Reimagining Communication in the Pharmaceutical Industry in the Next Normal." In Perspectives on Workplace Communication and Well-Being in Hybrid Work Environments, edited by Alexandre Duarte, et al., 162-192. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-7353-5.ch011

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Abstract

The crisis of COVID-19 has resulted in pharmaceutical organizations moving towards new communication strategies with some launching new business models to survive and reach their target audience that in turn were layered onto, and dramatically accelerated, long-standing trends such as digitization and sustainability. In many ways, the changes in healthcare professionals and patient behavior are an acceleration of digital trends that were in motion before the pandemic hit. Pharma companies are experiencing a wave of innovations in the way they engage with their target audiences from new treatment modalities (home based) to smart machines, advanced analytics, and digital connectivity. The latest technologies and digital can make communication better, faster, more agile, more reliable, more compliant, and more efficient. Pharma companies can transform the way they communicate to deliver more efficient and efficacious communication in a cost-efficient way. The strategy is changing from a tell-and-sell model to a partner-and-solve model.

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