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Dr. Reddy’s gears up for a massive digital push
Source:Taipei World Trade Center Liaison Office In Kolkata From:Taipei World Trade Center Liaison Office In Kolkata Update Time:2022/06/20

Digital transformation has been a strategic growth enabler and driver for pharma companies for the last few years in various ways. Mukesh Rathi foresees a huge opportunity for digital transformation in two areas – in the primary value chain and in the customer/patient journey. The opportunities and possibilities for transformation in two areas – in the primary value chain and in the customer/patient journey. 

The opportunities and possibilities for transformation that exist across the value chain range from selection of portfolio with analytics-based insights, drug development with in-silico experiments, and automated lights out manufacturing the use of Industry 4.0 technologies to dynamic supply chain management. In terms of digital transformation in the customer and patient journey, it is prrimarily in creating a differentiated value proposition. Dr. Reddy’s foray into differentiated value proposition. Dr. Reddy’s foray into digital healthcare aims to bring together four key touchpoints in the journey of outpatient healthcare aims to bring together four key touchpoints in the journey of outpatient healthcare and wellness – doctor consultations, pathology laboratories and diagnostic services pharmacies, and insurance – through various suitable collaborations. Providing personalised services using digital means is one of the key opportunities that can be leveraged under customer and patient journeys It is important to note that digital transformation in pharma is as much about the usage of technology. It is important to focus on digital capability building inspiration from success stories and effective orchestration of change management nse scaling through increased productivity and value creation in the future. 

The blurring of boundaries between technology and pharmaceuticals is enabling digital native companies to venture into the pharma digital space. And it is making pharma companies look at digital native solutions to address end-consumer\ problems and enhance customer experience on the other. Hence, it is important to be open to collaborative models to leverage expertise from other players” Mukesh Rathi, Chief Digital and Information Officer (CDIO), Dr. Reddy’s Laboratories said. The key aspect of Mukesh Rathi’s approach is to empower customer experience with digital infrastructure, analytics and personalisation models. Dr. lding an underlying digital infrastructure through varied initiatives such as  iPads for their field colleagues, collaboration platforms for remote engagement and digital/web platforms for pull-based engagement.