Covid-19: A Catalyst for Digital Transformation in Medical Representation

Tamal Maity and Shweta Kishore ()
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Tamal Maity: CAPLET INDIA PVT. LTD.
Shweta Kishore: University of Engineering and Management

Chapter Chapter 6 in Pandemic Diaries, 2025, pp 91-107 from Springer

Abstract: Abstract Various industries were impacted by the Covid-19 pandemic, and the pharmaceutical industry was no exception. Medical Representatives (MRs), who had previously relied on face-to-face interactions with patients and healthcare professionals (HCPs), had to adjust to the new social distance realities. This unpredicted obstacle augmented up the MR role's digital evolution and required a change in their engagement strategies. In order to stay in touch with patients and HCPs, MRs resorted to digital means when in-person encounters were not feasible. Online conferences, webinars, and virtual meetings have become popular alternatives for exchanging product details, answering queries, and building connections. Additionally, MRs were able to increase their outreach by using digital platforms to connect with patients and remote healthcare professionals. Besides supporting the pharmaceutical business in overcoming the obstacles posed by the pandemic, the adoption of digital technologies created newer opportunities. MRs might learn more about patient demands, market trends, and HCP preferences by applying data analytics and AI-powered solutions. They were able to improve targeting, customize messages, and increase overall efficacy. Despite the restrictions of physical distancing, the pharmaceutical industry was able to preserve and even improve its efficacy by implementing digital tools and technologies. Travel was no longer necessary for virtual meetings, resulting in saving of money and time. Better client interactions, more efficiency, and eventually better patient outcomes were the results of this digital transition. Caplet India Pvt. Limited, a pharmaceutical company in Kolkata, has been used as a case study to examine the impact of its digital transformation.

Keywords: Covid-19; Pandemic; Physical distancing; Pharmaceutical industry; Medical representatives; Healthcare; Healthcare professionals; Digital transformation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-981-96-5415-4_6

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