Estamos ante el inicio de un cambio de paradigmas en México para la industria de health
Los esfuerzos de publicidad masiva, en la industria farmacéutica, tradicionalmente se han
centrado en los medicamentos que no necesitan de una prescripción, es decir, en los OTCs
(Over The Counter). Marcas como Aspirina, XL3 o Excedrín, han recibido grandes inversiones
en medios, posicionándose en el top of mind de los consumidores y casi convirtiéndose en
productos de consumo masivo. Por otro lado, los medicamentos de alta especialidad
(pensemos en cardiopatías o cáncer), hasta hoy se han dado a conocer casi exclusivamente
de forma directa con médicos, es decir, a través de modelos tradicionales. Vale la pena
mencionar que, según la Secretaría de Economía, los OTC’s representan sólo el 13% de la
industria farmacéutica en México, mientras que los medicamentos de prescripción forman el
74% de la industria.
Sin embargo, hoy los medios digitales están cambiando radicalmente la forma en la que se
puede distribuir la información y es es en esta nueva realidad digital que existe una
oportunidad para las farmacéuticas. El reporte de pacientes, “The Digital Journey to
Wellness” (2017), es sólo uno de los múltiples estudios que demuestran el giro que ha dado el
journey del paciente en los últimos años. De acuerdo al mismo, antes de hacer una cita con un
médico, los pacientes:
- Buscan en Google (77%)
- Entran a sitios web de salud (54%)

Esto implica que el médico ya no es la única fuente de información para el paciente. El paciente ahora puede obtener y dar opiniones informadas sobre sus síntomas e incluso discutir el curso de su tratamiento con miles de personas en circunstancias parecidas a las suyas.
El journey del paciente ha cambiado abruptamente pues el médico ya no es la única fuente
de información para él.

Es en este nuevo ecosistema de la industria, en el que se está viviendo un cambio encabezado por agencias 100% digitales, como nosotros. A lo largo de cinco años usando herramientas de análisis y tracking, nos hemos dado a la tarea de entender el nuevo journey digital de cada paciente, aportando valor en momentos clave y buscando conectar más allá de los puntos de
contacto obvios. Un cambio importante es que no pensamos en el paciente como un consumidor con atributos demográficos específicos, sino que investigamos padecimiento por padecimiento y situación por situación. Hoy, después de un largo camino, estamos entrando en la vida de los pacientes de forma natural a través de todos los puntos de contacto digitales.
Otro factor importante a considerar son las capacidades de segmentación que nos ofrecen los medios digitales. Mientras que antes no hubiera tenido sentido lanzar una campaña para un padecimiento con una prevalencia de menos del 1% de la población, hoy, en BNN Health Lab, podemos identificar y segmentar a los grupos de riesgo a través de su huella digital, dando a conocer la enfermedad a tiempo y dirigiéndolos a un especialista.

Finalmente, la industria genera enormes cantidades de información a través de la investigación de los pacientes y sus padecimientos. La distribución oportuna de esta información es fundamental, pues en algunos casos de ella depende el tratamiento e incluso la vida de los pacientes. A pesar de su rol fundamental, la distribución de dicha información se enfrenta a barreras de tiempo y disponibilidad por parte de los médicos. Es por ello que también las labores clásicas de un representante de ventas se están viendo beneficiadas por los medios
digitales. Herramientas que van desde mailings inteligentes, hasta e-reps y e-sampling, buscan dar el mayor beneficio al médico en el menor tiempo posible, convirtiendo estrategias que naturalmente eran de “push” a metodologías mucho más en el estilo de inbound o “pull” y transformando el rol de las farmacéuticas.
Hoy podemos identificar y segmentar grupos de riesgo a través de su huella digital, dando a
conocer la enfermedad a tiempo y dirigiéndolos a un especialista

A pesar de un comienzo lento, la industria de health en México se está moviendo rápidamente hacia la digitalización. Las experiencias para los pacientes serán cada vez más cercanas y los devices (fit trackers, smartwatches, smartphones y en general IoT) nos permitirán detectar con mayor efectividad las necesidades de cada paciente en tiempo real. Al igual que en otras industrias, la visión es lograr soluciones integrales e inmediatas al alcance de un dedo. Es por ello que para las empresas farmacéuticas será más importante que nunca contar con partners especializados, tanto en pharma como en estrategia e innovación digital, que puedan llevar a sus clientes hacia la implementación de paradigmas digitales que generen una verdadera inteligencia de negocio.
BNN, agencia ganadora de dos OROs en los premios ASPID 2019
Gracias
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