COLUMNS by Moira Dower

COLUMNS

BY MOIRA

Moira Dower is a freelance writer/editor on healthcare and pharmaceutical issues.

She was formerly Editor of Scrip World Pharmaceutical News and Managing Editor of Scrip Magazine.

Engaging with Physicians and Patients in a Changing World

In the constantly changing world of healthcare provision, two major themes have been emerging, both of which are interconnected: digitization of healthcare services; and a switch in the traditional model of healthcare from a reactive to a preventive approach. The Digital World After years of failed initiatives, programmes to digitize health services are now taking off in several countries and pharmaceutical companies will have to adapt to the impact the new technologies will have on the behaviour of their customers. In a world where it has become difficult for company sales people to gain direct contact with doctors, digital looks like changing the way pharma engages with health professional

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