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Implementation of
Digitalisation In Pharmaceutical Company : A Road Map Analysis On Medical
Representative’s Psychological Behaviour At Ranchi District |
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| Paper Id :
17885 Submission Date :
15/07/2023 Acceptance Date :
21/07/2023 Publication Date :
25/07/2023
This is an open-access research paper/article distributed under the terms of the Creative Commons Attribution 4.0 International, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. For verification of this paper, please visit on
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| Abstract |
Digitalisation plays an important role in this globalisation
era, which gives revolution for industry. Implementation of digitalisation in
pharmaceutical industry gives psychological behaviour changes regarding
perception about their jobs. Stressful Med Rep thought implementation of
digitalisation they lost their job due to fear factor. Pharmaceutical company
offers tab for detailing before doctor and reporting of daily work. Problem
occurs induces of tab in digital form create threat for sales person to lose
their job. Through digital tracking it creates database of entire portfolio of
working and daily work report which leads to reduce false reporting and changes
of bluffing become control. Researcher research is based on analysis of
psychological behaviour of Medical Representatives on implement of
Digitalisation. Researchers have used qualitative and survey methods to justify
their objective and try to show the problem and reality of digitalisation.
Researchers in their research have tried to find out whether digitalisation is
good for society in sales job or not and try to find and problem of real world
with solution in favour of medical representatives. |
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| Keywords | Implementation, Digitalisation, Pharmaceutical, Medical Representative, Psychological Behaviour. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Introduction | The 21st century is the centaury of digitalization era. The
tools and methods of getting developed in technology are changed in this era.
Once Steve jobs said that, “I think the biggest innovations of the 21st century
will be the intersection of …biology (health, medicine) and technology
(digital), a new era is beginning”. Digital technologies have the potential
which can help the world’s economy and the society to get developed in all the
ways. The growing need of digitization got boosted significantly by the
COVID-19 pandemic time, when many countries faced complete lock down. Many
studies shows that after the pandemic every sector and industry has changed
their business strategies. This recent spike of digitalization in the present
and in upcoming era has also spread its wings in the working of pharmaceutical
sector and radically transformed its operations. As Indian pharmaceutical
sector is the topmost R& D based sector it also contributes around 1.72% of
the country's GDP. Indian medicines are also preferred globally due to their
cost effective and good quality control as per the norms of US FDA and WHO
certified. India is one of the top 10 exporters of pharmaceuticals, and its
proportion of the worldwide market is growing in comparison to the preceding
five years. That’s why it’s very much important for pharma industries to get
more digitalized so, they can grow more globally. The researcher tries to
explore the impact of digitalization of psychological behaviour of Medical
Representative at pharmaceutical industry. The responsibility of MR is to
inform physicians, pharmacists, and chemists about the available medications
and there clinical usage and dosages. The current sales strategy relies heavily
on medical representatives (MRs), who use a variety of strategies to convince
doctors to write prescriptions for their products. These prescriptions result in
sales, which is essential in a sector where there is little product
differentiation. They are personnel responsible for communication between
healthcare professionals and pharmaceutical hierarchy. After digitalization the
working of MR has also changed, now they using various digital channels, e.g.
email, video conferencing and mobile applications, they also create and deliver
digital presentations and information on products to healthcare professionals.
They also keeping up with the cutting-edge digital technology, such virtual and
augmented reality, to increase product communication and improve the customer
experience. Patients who believe they are consumers of health services and
products are increasingly turning to the internet or other digital technologies
to learn more, make decisions, and purchase the items or services they need. In
this research the researcher is trying to find out the changes which MR’s are
facing in the digitally changed era and there psychology behaviour while using
the digital tools. These factors are also arising some serious issue like; are
there any job threats to the MR after getting digitalized? Or the policy of
CDSCO and DCGI are affecting the jobs of the MR. Answer to this is many
healthcare organizations continue to use the outdated system of patient care.
They must combine the ancient and the new to be effective. This involves being
aware of how their patients interact on social media and the internet.
Additionally, convenience is offered by way of a top-notch website with helpful
information for individuals to better comprehend their medical concerns. This
also have a significant impact on psychological behaviour of the medical
representatives. |
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| Aim of study |
1. To analyse
the psychological behaviour of MR at implementation of digitalisation in
Pharmaceutical Company. 2. To analyse the impact of Digitalisation in skill development of medical representative. 3. To analyse the psychological behaviour of Manager towards digital Implementation. |
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| Review of Literature | Hole, Glenn (2021) has revealed that each individual involved in the manufacturing of medicine needs to be aware of their roles. To follow the procedure, employees must receive training on digitization and have their performance reviewed. To make sure that they continue to be effective in ensuring that workers are adequately trained and competent, manufacturers must regularly evaluate their training techniques. Since people are the core of any organization, their training must be in line with the goals of the business. The assignment of responsibilities and duties is necessary to increase productivity and speed. Depending on each person's aptitude, expertise, and experience, certain responsibilities are delegated to them. Gadhiya Vidhi et al. (2021) has revealed that an MR's work description has significantly changed. The traditional sales strategy has gradually disappeared. For a multi-pronged approach to be successful, the brand management team, the digital team, and the sales team has needed to collaborate. The new MR will serve as a communication channel and information source for both businesses and medical professionals. We anticipate UCPMP directives. It is necessary for the industry to change how drug advertising is handled, and new technologies can be crucial in this process. Industry experts should anticipate the changes and make plans to handle them successfully. They should also develop strategies to help them take advantage of the difficulties and stay one step ahead of the competition, which also be helpful in the job satisfaction and there psychological behaviour. Pawar, Amruta (2021) Pharmaceutical businesses, which operate in a highly regulated environment with several restrictions on promotion and marketing, have also gotten involved in online sales. Pharma firms, however, work with items related to people's health, illnesses, and overall survival, in contrast to other businesses. Selling pharmaceutical items is subject to a legislative body's strict oversight. Because individuals are still skeptical of the legitimacy of healthcare items acquired online, the pharmaceutical industry does not actively advertise itself through internet channels. Parekh Dhara (2016) Digital has grown to be a significant aspect of daily life. A quicker pace of digital era adaptation has been occurring across all industries. The pharmaceutical sector hasn't exactly been able to implement digital marketing, except from the website. Nowadays, many pharmaceutical businesses use e-commerce or social media platforms as their digital marketing tools. This makes it possible for customers to buy things online. While some businesses attempt to comprehend the full worth of digital, others have integrated it into their whole marketing plan. Prounis (2003) explained how doctors and medical representatives are connected. The symbiotic connection, in the upcoming years, the relationship between pharmaceutical firms and doctors will shift. If the negative perception of MRs is not changed, clinicians and even regulatory agencies may further restrict or stop this interaction. But it's easier said than done, even if there is tension in these interactions, it is impossible to wash it all away at once. Bhatia Sanjay (Partner, NextPlan) suggested that in a computerized medium, organizations will be effectively ready to cook their substance as per the requirements and preferences of doctors. A vital utility of computerized stages is the huge measure of information produced, organizations can consequently adjust what data works and doesn't work for what specialist. This information can be utilized by the MRs, likewise to frame profiles for their primary care physicians, to take special care of their particular inclinations. Contingent upon their leisure activities and areas of interest, the content might be logical and authentic or customized and non-logical substance. Customized and significant substance will be critical to dynamic commitment. In addition, MRs can gather data during in-person meetings to enhance the digital experience. Permitting logical substance to arrive at a computerized stage will let loose MRs to zero in on unambiguous issues, making a superior information base and creating harmonious associations with specialists. |
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| Analysis | Analysis of Psychological Behaviour of Medical Sales Person At Pharmaceutical Company A sales manager usually oversees a team of salespeople in a company's sales unit. The sales manager and the team of salespeople are in charge of helping the company's sales unit generate a certain amount of money. The utilization of advanced network innovation has become more client cordial for patients all over the planet throughout the span of 10 years. In the present digital world, forthcoming patients are currently dynamic accomplices in their clinical excursion. As per the most recent examination, in the previous year 72% of worldwide web clients have looked online for wellbeing data, which has included symptoms, conditions or diseases, treatments, and procedures, among other things. 77% of patients use web search tools to begin their exploration as well as different channels like Online Entertainment. The Factors Which Impact Psychological
Behaviour To Change In Implementation of Digitalization At Pharma Industry Are
Depicted As Diagrammatically:
The researcher research is based on qualitative and survey method. Researcher has tried to explore his research through questionnaire. Number of sample is taken 100 from target population i.e. medical representative and other health care professional. Following are the hypothesis which shows the result: H0-There is no significant difference between implementation of digitalisation and Psychological Behaviour of Medical representative. H1- There is significant difference between implementation of digitalisation and Psychological Behaviour of Medical representative. H0-There is no significant difference between impact of digital and skill development of medical representative. H2-There is significant difference between impact of digital and skill development of medical representative. Analysis & Interpretation Implementation of digitalisation is challenging for Medical for Medical Representative:
Implementation of digitalisation is Challenging for Medical for Medical Representative
Digitization of pharmaceutical sector will increase the working efficiency of employees
It will be easier to identify the needs of customer with the help of digitization
Digitization will boost the Innovation & Creativity in pharma sector
Senior employees in pharma sector are having lack of digital knowledge
Employee have fear factor regarding loosing job with the implementation of digitization in the Pharmaceutical sector |
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| Findings |
1. Out of 100 respondent 90% respondent says that
implementation of digitalization is challenging for Medical representative and
10% says it improve technical skills. 2. 80% youngster employee believes that
implementation of digitalisation help skill development for knowledge and rest
20% employee believes it will be threat for them. 3. 70% respondents admitted
that digitization of pharma sector will increase the working efficiency of
employees whereas rest 30% were against this statement. 4. 86% respondents
stated that it will be easier to identify the needs of customer with the help
of digitization whereas rest 14% stated that it is the personal relations which
makes it more convenient. 5. 79% respondents said that digitization will boost
the Innovation & Creativity in pharma sector whereas 21% against this
statement. 6. 91% respondents admitted that senior employees in pharma sector
are having lack of digital knowledge whereas 2% were neutral and rest 7% were
against it. 7. 89% respondents admitted that employee have fear factor
regarding loosing job with the implementation of digitization in the Pharma
sector whereas rest 11% were in support of the digitization. 8. 65% respondents
revealed the fact that there is lack of training for successful implementation
of digitization whereas 5% were neutral and rest 30% said that there are proper
training sessions conducted. 9. 87% respondents believe that digitization has
the Less Human Values in comparison to personal human touch whereas rest 13%
was against the statement. 10. 91% respondents admit that digitization has a
direct impact on the psychological behavior of the medical representatives
whereas 9% opposed the fact. |
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| Conclusion |
Pharmaceutical sales representatives are typically in the
highest stress positions since they play a significant part in assisting an industry
in a quickly changing environment to realize a new corporate strategy. To
measure the stress levels, the occupational stress index was provided. The
study found that by implementing a specific role strategy, organizations can
lessen role conflict and role ambiguity. Additionally, the study found that the
expectations of medical representatives should be compared to their actual
roles, and that their job descriptions and working hours should be taken into
account in the context of their overall well-being. If digital marketing once
effectively implemented in the pharmaceutical industry, it will assist in
lowering marketing expenses by increasing engagement through various channels,
giving businesses an advantage. Digital pharma marketing in India still necessitates
a lot of trial and error, though. Indian Pharma still has to improve its
digital event planning, analytics, and analytics. Setting such a department and
giving them all the equipment and training they need would cost a substantial
initial investment. If pharma were to develop a new sales and promotion
framework that is prepared for the future markets, it would have to start with
a self-analysis of its own value chain to uncover potential for teaming up with
healthcare professionals. To add value, pharmaceutical companies would need to
offer a variety of health management services in addition to the prescriptions.
In addition to this pharma industry also conduct some training and stress
management sessions for the medical representative and other connected people.
As researcher finds some drawbacks in the working of MR digitally, therefore
organizations must concentrate on fostering employee psychological behaviour in
order for them to be competitive, as it is crucial that medical representatives
have a varied range of talents in order for their businesses to be successful.
Stress has an indirect impact on an organization's survival since it impacts
employees' performance & behaviour. In order to reduce among medical
representatives and ultimately contribute to the organization's success, the
organization should adopt appropriate tactics. |
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| References | 1. Hole Glenn et al., Digitalization in pharmaceutical
industry: What to focus on under the digital implementation process,
International Journal of Pharmaceutics: X Volume 3, 2021, 100095, ISSN
2590-1567, 2. Gadhiya Vidhi et. al., Medical Representatives: Making the
Digital Leap, 2021 IJRAR April 2021, Volume 8, Issue 2, www.ijrar.org, E-ISSN
2348-1269, P- ISSN 2349-5138. 3. Prounis, C., 2003. What doctors want. Pharmaceutical
Executive, 23(5; SUPP), 12-23. 4. Parekh Dhara, Digital Pharmaceutical Marketing: A Review,
Research Journal of Pharmacy and Technology, Volume : 9, Issue : 1, ISSN :
0974-3618, 2016. 5. Pawar, Amruta; Role of Digitalization in Pharmaceutical
sector, Multi-Disciplinary Journal, ISSN No- 2581-9879, Volume-VI, Issue-I,
Jan-2021 6. Goundry -smith SJ, -IT in Pharmacy: an Integeral Approach
London Springer Science , 2003.The power of information; putting all of us in
control of the health and care information we need .London: Department of
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Pharmaceutical Industry, Palgrave Macmillan, 2003. 8. Pasi Kemppainen. Executive Consultant, Pharma
Digitalisation and Sammeli Liikkanen, Chief Digital Officer, Orion Pharma,
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