Digital technology is all over the place, regardless the industry you look at. And pharma business is no exception, using tech solutions for digital education solutions.
Internal training or Medical Education are two of the best examples of the digitalisation in the pharmaceutical industry. In E-lixir, we have been working for over a decade developing digital solutions for Medical Education. Ten years ago the most innovative way to make the training programs was using voting keypads. Today it has much evolved and we can find many different solutions. Gamification, augmented reality or virtual reality, interactive workshops, training apps, or networking platforms are just some of them.
Technology now enhances interactivity and a more engaging way of education. Also, thanks to the interaction we are able to measure the success of every single session or workshop. That’s one of the main features of digital solutions. The ability to measure everything. Analysis of the data leads to a better understanding of the training needs and improvements to be applied. Networking platforms allow the training programs managers to know in depth the gaps and need in the programs. And improve them for further developments.
In E-lixir we develop digital platforms accesible from any mobile device. Delegates can find all the information for every training session. Also upload their own materials or ideas in the public documents shared by the community. This way, the training planners have direct feedback from the delegates. These collaborative platforms enhance participation and engagement from the employees. They are useful and easy to use tools. So it’s a really effective communication channel between departments. Combining them with gamification will boost the delegates participation.
Smartphone, big data, and gamification are the big key trends that help to understand how to boost Medical Education plans.
The smartphone is probably the new paradigm defining 21st century. It seems attached to most of us, all day long. First thing we do in the morning is check the news, emails, or texts, the weather. And last thing we do before bed is checking the phone, again. Since smartphones are all over the place, taking advantage of its omnipresence seems a natural step, developing training apps so they can be used anywhere, anytime.
Data is the most valuable asset in the digital economy. It enhances the analysis of consumer behaviour. Data scientist is going to be the most wanted professional profile. Someone able to analyse all the information obtained by corporations and turn it into business insights. Data collection is key, then. Digital technology is the best way to obtain loads of useful information. A medical education conference where there is not any feedback from the attendees is no longer interesting for the organisers. Were they interested? Did they find it useful? What did they like most? Did they learn anything? Did the delegates ask questions? Feedback? All these questions have an answer if we analyse the data from the interactive workshops, as all the activity is logged.
Gamification is the star trend in 2016. Four years ago no Google searches on this term. In June this year it was +45,000. So the trend is quite evident. Gamification is everywhere. And can be used for many purposes, even HR departments are using it in their recruitment strategies. “You can discover more about a person in one hour of play than in a year of conversation”, Plato said twenty five centuries ago.
Gamification is not new. But its application to digital education is. In 2015, 45% of the brands in the UK acknowledged using some aspect of gamification for communication purposes. 65% of companies with more than 50 employees say they will invest more in gamification processes in the coming years. Why does it work? Because play is fun. That’s why gamification works. No only interaction is much higher in this kind of meetings. Take-away messages are understood and retained better. From our experience we have learn that a meeting with gamification has +70% more engagament than a standard meeting.
Pharma companies have understood quickly the importance of an engaged audience, so the use of digital solutions is a priority for them. Digital transformation is here not only to stay, but to set a new standard. It’s a disruptive model, and the only choice is to embrace it, because staying away from digitalisation is not only a killer for the future, but for the present.