Imagine all pharmaceutical companies are racing cars going lap after lap on the pharmaceutical industry racing track, tailgating each other, sometimes one is picking up, other times falling behind, sometimes there are crashes. And sales are like the thousands of a second that will make the difference between winning and losing, between reaching the sales plan and failing it.
Now, that is not to say that changes aren’t being made. Like racing, pharma companies have good pilots with large teams behind them, they tune up their cars, bring new people in the team, and analyze the track carefully for every race. But all the changes they introduce are done to win that fraction of a second that will win the race.
Now, imagine that during one of the pit stops they changed the car whatsoever. Same team, same people, same spirit but with a different car – a car that will win much more than that fraction of a second which and, above all, is easier to drive more fuel-efficient and doesn’t need too much maintenance. This is what going digital means to the pharmaceutical industry. And it needs to go from making a small, sporadic tune-ups to a 30-year-old car to changing the car whatsoever.