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DIGITAL & SOCIAL MEDIA
IN
PHARMA
KEY DIGITAL INDICATOR
Total
Population
1.3 Billion
Urbanization
Internet
Users
462 Million
Penetration
Social Media
Users
191 Million
Penetration
Mobile
Subscription
1.05 Billion
Penetration
Mobile Social
Users
167 Million
Penetration
33% 35% 14%79% 13%
Internet
Users
+23%
+87 Million
Social Media
Users
+40%
+55 Million
Mobile
Subscription
+5%
+47 Million
Mobile Social
Users
+44%
+51 Million
YOY Growth Rate Demographic
71%
21%
Rural
68%
32%
Urban
Female
Male
75%
25%
Rural Urban
68%
32%
> 30 Years18-30 Years
KEY DIGITAL INDICATOR
User :
42 million
User :
240 million
User :
25.3 million
User :
180 million
SOCIAL MEDIA USER
DOCTOR’S DIGITAL PREFERNCE
60% Prefer
Tablet-Based
detailing
45% Prefer
Online
detailing
Channel
Preference
34% Prefer
Smart-
Phones
26% Prefer
Laptops
Device
Preference
Frequency
Of
Touchpoints
Preferred for
3 – 4Touchpoints
A Month
Patient
Communication
Patient
Communication
Channel
64%Patient-Doctor
Communication
through
Digital Engagement
Are the
TOP 3Digital channel
for
Patient-Doctor
Communication
HCP-
Company
Interaction
Channel
Website, KOL Webinars &
Web-Detailing
are
TOP 3Digital channel
for
Medical Information
DOCTOR’S DIGITAL PREFERNCE
Source – Indigene Report
Dig
ita
l E
ng
ag
em
en
t
Segments
30%
48%
Leader Followers
DIGITAL HEALTH CURVE OF PHARMA COMPANIES
22%
PRIMES ASPIRANTS ONLOOKERSHigh
Low
DIGITAL MATURITY INDEX
1 2 3 4 5
Strategy & Culture
Governance Structure
Enterprise Digital
Physicians
Patients
Sales-Rep
Organizational
Readiness
Stakeholder
Engagement
Source - E&Y Report
DIGITAL CHANNELS
100 %
91 %
90 %
73 %
70 %
DIGITAL CHANNELS
User :
240 million
Presence
Rate :
90%
User :
42 million
Presence
Rate :
91%
User :
25.3 million
Presence
Rate :
73%
User :
180 million
Presence
Rate :
70%
Engagement
level:
11%
Engagement
level:
19%
Engagement
level:
41%
Engagement
level:
24%
Digital Scenario in India
KEY ADOPTION GAPS
Lack of value proposition in solutions
Organizational silos
Digital not central to business strategy
Lack of authentic and enough data
Regulatory risks
People resistance
Physician mindset and inertia
87%
60%
87%
80%
75%
73%
67%
Source - E&Y Report
DIGITAL PRESENCE
OF
PHARMA COMPANIES
65 H 64 H 61.5 H 60 H 60.5 H
TOP 10 PHARMA COMPANIES*
* DYE REPORT
59.5 H 59 H 56.5 H 56.5 H 54 H
WEBSITE
15
5
5
MOBILE APPS
SOCIAL MEDIA
Like:
286 K
Followers:
284 K
Subscribers: 13
K
Total views:
60 L
Video-
376
Followers:
16 L
Posts:
175
Followers:
6 K
@pfizer
Tweets:
6 K
Followers : 213
K
@pfizer_news
Tweets:
665
Followers :
11.7 K
DIGITAL GAME
HemMobile® Striiv® Wearable
WEARABLES
“Why use social media? Marketing is no longer about the stuff that
you make, but about the stories you tell.”
– Seth Godin
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