What If Digital Could Drive Revenue?
And overcome legal and regulatory issues? It can.
By Chris Bergstrom, Associate Director, Digital Health, The Boston Consulting Group
& Bradley Merrill Thompson, Member, Epstein Becker & Green, P.C.
The whole healthcare industry is wrestling with how to handle the new world of
digital capabilities. We know the benefits are there—we just don’t always know
how to maximize them.
What if digital could truly drive revenue? What if
regulatory, in the digital era, did not seem like such a
What if you could strategize the messaging precisely
to each doctor? What if you could help them with psychographics, demographics, therapeutic best practices,
and patient segment strategies? One HCP’s top patient
issue about hypoglycemia might be diet, while another’s might be dosage. What if your sales reps’ calls
were providing insight to their specific patient population? You can use digital to address all these concerns
And, from a marketing point of view, what if you
could use digital to show enhanced product differenti-
ation, especially with respect to specific patient popu-
lations? Even down to evidence of drug interactions
and patient profiles?
As a follow-on benefit, what if you could show payors
value by demonstrating how medications are being
used, and that they are paying only for drugs that are
taken, minimizing fraud, waste and abuse?
Finally, what if legal and regulatory were your advocates, rather than your stumbling blocks? Adverse
events are a major concern, but these vary with regard to real world evidence vs. clinical trials. What if
you could work with legal and regulatory to present
this evidence in its best light? And have the muscle
and firepower to ask questions that would leap the