Infosys sees growing Pharma demand for digital marketing and comms

By Gareth Macdonald

- Last updated on GMT

Infosys sees growing Pharma demand for digital marketing and comms
Under pressure Pharmas are turning to digital channels to communicate with physicians and patients says Indian tech firm Infosys.

The comments come just a few days after Infosys and partner Fabric Worldwide – a developer of marketing systems - were contracted by UK drug major GlaxoSmithKline (GSK) to help develop digital communication channels for its drug and healthcare products.

In an email to Infosys’ SVP and global head of life sciences, Dheeshjith V.G, said: “If you see the changes in Life sciences customer behaviour, it’s very evident that they use online channels much more now than few years back. 

He explained that physicians and patients are increasingly looking online for information on diseases and treatments which – coupled with advances in technology – is creating new communication channels that drugmakers are keen to access.

Life sciences customers want to leverage digital channels and companies are building digital and mobile capabilities. This is evident in the digital marketing spend increase across channels. We are also working with other pharma companies in this space.

‘V.G’ also touched on the specifics of the GSK deal.

The Digital Service will enable [GSK} brand managers to manage and rapidly deploy digital assets on their websites, mobile devices and tablets, enable email campaigns, activate search and display advertisements and engage the target audience. 

This will enable the organization to have targeted messaging, media choices and the nature of campaigns.​”

The communications specialist did not say how Infosys will make sure the channels GSK uses will be compliant with regulations when asked by, but did stress that the “service is expected to deliver in a secure and compliant way in line with the applicable policies and procedures​.”

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