Daphne Prodromou, Pharmacist, Pharma Digital Leader, Pharmacy Department of C.A.Papaellinas Group
The age we are now living in is governed by a trend of automation and data exchange in manufacturing technologies, also known as “Industry 4.0”. This trend is characterized by a shift towards digitalisation and includes the Internet of things (IoT), cognitive computing and cloud computing.
Today, digitilisation can be seen in all areas of our daily lives and has been adopted by a multitude of industries. The Pharmaceutical Industry has followed at a relatively later time, due to factors such as excessive costs and strict legislations which already govern the manufacturing, marketing and promotion of pharmaceutical products, and which differ from country to country.
In recent years, however, we can see that the Pharmaceutical Industry has adopted new digital technologies in all aspects of its activities, e.g. cognitive computing in research and production, and the use of the Internet and Social Media for the purposes of public awareness and education.
In its almost 100-year history, C.A.Papaellinas Group has demonstrated that it always moves forward, with eyes turned to the future. Since 2019, the Group has embarked upon a digital transformation journey as a form of balanced and sustainable development that includes a radical transformation of models, operations, processes, marketing approach, objectives and strategy.
Digital transformation governs all areas of our Group’s activities. Despite the challenges the Pharmaceutical Industry is facing, as mentioned above, national and international circumstances deem digital transformation necessary for our Group’s Pharmacy Department as well.
The introduction of the General Healthcare System (GESY) in Cyprus and the COVID-19 pandemic signaled the immediate need for digitalisation of the Cypriot Pharmaceutical Industry as well. The limited time of Health Professionals, in conjunction with the restrictions due to the pandemic, have posed and continue to pose difficulties in medical information on pharmaceutical products.
In May 2021, the Pharmacy Department proceeded with the installation of the VEEVA CRM Platform, a top-of-the-line tool used in more than 80% of Pharmaceutical Companies worldwide. Through its continuous upgrades, the VEEVA Platform has become a powerful tool in the hands of Medical Representatives within the Companies where it has been implemented.
Through the VEEVA Platform, medical representatives can plan and coordinate their medical visits more efficiently, making better use of the limited time availability of Healthcare Professionals. At the same time, it enables them to interact and communicate in modern ways, other than face-to-face contact, providing an additional way of communication with Health Professionals for immediate scientific update.
The installation of the VEEVA Platform was undertaken in the context of the adoption of the “Modern Medical Representative”, a concept developed as a result of the evolution of the Medical Sales Representative’s role in recent years. The “Modern Medical Representative” combines the technological possibilities offered by the digital age with the existing deep knowledge and experience they possess.
As part of the digital transformation journey, we have conducted training aimed at developing a modern mindset that will help Medical Representatives to smoothly transition into the new age and successfully adopt new technological means in their daily lives. We want to take into account our people’s needs, help them overcome existing difficulties and upgrade their role in the high-quality medical information they already provide.
Our goal is to preserve the high quality of the services we provide as Pharmacy Department, to develop them within a dynamically expanding industry, and to maintain our strategic position in the Cypriot market. At the same time, we strive to maintain our successful relationships with the Companies we already represent, and attract future collaborations.
Above all, we want to stay faithful to our values and to our mission to “Make more and more people live and feel better”, in order to serve Healthcare Professionals, and hence their patients, to the best of our ability. In addition, we seek to ensure that we provide our people with the necessary technologies to develop their role and facilitate both their work and ongoing training.
