Innovation and Digitalization in the Pharmaceutical Industry

Innovation and digitalization, opportunities in the ‘go to market’ strategies and promotion in the pharmaceutical industry

The world of health is rapidly changing, adapting to the new habits and roles of patients, professionals and health services. On the one hand, greater empowerment of the patients has been developed in the decision making on the management of their treatments. On the other hand, the consolidation between suppliers and the control of costs by public and private health has led to a greater focus on cost-benefit analysis when promoting the use of certain treatments over others. In addition, the increasingly widespread introduction of diagnostic and treatment protocols, as well as the implementation of more restrictive ethical codes, has generated the appearance of rejection phenomena of medical visits by physicians, especially in primary care.