Digital transformation in the pharmaceutical industry has a lot of challenges and opportunities.
In our most recent podcast episode, Stan Karwowski, a veteran of pharma transformations, shares his experience and insights about steering through these changes effectively.
Avoiding the tech trap
Karwowski begins the discussion by cautioning against an overemphasis on technology during transformation.
The key, he says, is to remember that technology is merely a tool, and its success hinges on the ability of the people using it. Without proper expertise, the most sophisticated tech remains under utilized.
Understanding team readiness
Another critical point Karwowski makes is the teams' readiness — or lack thereof — for transformation.
Contrary to what many leaders believe, not all teams eagerly await change. They are often consumed with their current responsibilities, making aligning new initiatives with their existing workflows essential.
Adoption: Start early, start strong
Karwowski vividly illustrates the consequences of neglecting user adoption through a tale of a failed app launch in the industry. This example underscores his message: adoption strategies must be integral from the outset.
The Evolution of Digital Marketing
The podcast then shifts to discuss the evolution of digital marketing in pharma, segmented into three distinct phases: basics, transformation, and acceleration.
Karwowski walks us through each phase, reflecting on the lessons learned and the path forward.
Harmony in omnichannel marketing
Drawing an analogy with an orchestra, he emphasizes the need for synchronization across departments for a successful omnichannel strategy. Like musicians in harmony, each team must align around a unified content strategy.
Measuring true success
Karwowski wraps up with a discussion on success metrics, advocating for measures that reflect authentic customer engagement over superficial ones. This focus ensures that digital initiatives create a lasting, positive impact on customer relationships.
Stan Karwowski's insights provide a roadmap for navigating digital transformation in the pharmaceutical industry.
His expertise underscores the importance of a people-centred approach, readiness for change, early adoption strategies, and meaningful metrics.
Want to learn more? Check out the full episode 👆
You can also watch our other episodes from here.