What the Pharmaceutical Industry can Learn from Online Dating and Rideshare Apps
By now, most everyone is familiar with the concept of online dating even if they have not ever subscribed to a service themself. When online dating was first introduced in the mid-1990s it was initially met with skepticism, but has now evolved to become a mainstream avenue for identifying potential partners. Online dating is an expansive industry which caters to diverse populations of people. Proponents indicate that dating apps offer a more convenient and larger pool of potential partners than traditional methods. Additionally, dating apps allow the user to filter matches based on personal preferences giving them more control over the dating process. Dating apps save time by allowing people to focus on compatible partners in key self-defined areas using focused matching algorithms.
Rideshare Apps were introduced to the market in the early 2000s and offer a more convenient alternative to public transportation and taxicabs. Passengers can request or schedule rides at any time, track the driver’s arrival, and remit payment via their app eliminating the need for a check-out process at the time of drop-off. Ridesharing applications have grown in popularity, despite early distrust of the concept. Cynics were won over by the convenience of door-to-door service, reliability, and improved safety as compared to traditional transportation options. Rideshare applications use a matching algorithm based on availability of a driver, proximity of the driver to the rider, automobile size, luxury status as well as other rider preferences. Both the rider and the driver accept the match based on defined criteria. The on-demand concept has now expanded into food, goods and even animal pick-up and delivery services.
Online dating and rideshare apps have revolutionized their respective industries by disrupting and improving the status quo. At the time of introduction, both areas had been operating in the same way for decades.
The pharmaceutical industry relies on collaboration with health care professionals (HCPs) to properly develop and introduce new medications to the market. While a drastically different industry, there are learnings from online dating and rideshare apps that can be applied to how pharmaceutical companies (PHARMA) identify and connect with HCPs around the use of medications intended to advance patient care.
Currently pharmaceutical sales representatives and medical science liaisons are deployed as field teams for the purpose of engaging in product and scientific discussion with HCPs. The manner in which pharmaceutical companies identify and engage health care professionals is primed for an upgrade. Many HCPs indicate that they find value in discussions with pharmaceutical sales representatives and medical science liaisons, but prefer that discussion be focused in their specific areas of interest. HCPs also indicate that scheduling the meetings at times that don’t interfere with their patient care responsibilities would allow for more meaningful discussion.
Golgi has developed a new HCP-PHARMA collaboration hub, entitled Golgi-CONNECT™. The concept is not complex, HCPs establish a profile which includes basic information about their credentials, practice specialty, and practice site. HCPs can then select specific areas of collaboration interest spanning new data or new product approval discussion, advisory or research interest. HCPs then select next level details which allows precise matching with PHARMA company opportunities. HCPs can accept or decline matches based on the more detailed explanation of the opportunity provided by the PHARMA company once a match is identified. If the HCP would like more information on a particular match, they accept the match and use a calendar tool to indicate their availability and meeting format preference (i.e. in-person meeting, virtual meeting, phone call). There will never be fees for HCPs to use Golgi-CONNECT™.
Golgi will be conducting a pilot of this new software application and encourage any HCP or PHARMA open to new ways of working to contact us. We welcome input from anyone interested in a solution that will modernize and improve how HCPs and PHARMA engage for the ultimate benefit of patients.
Check out our website: www.golgiconnect.com or contact us at info@golgiconnect for more information.
