EVERYTHING ABOUT COMMUNICATION IS CHANGING
Messaging apps are changing how the world communicates. The shift toward mobile, decentralized communication is rapid and poses far-reaching implications for how all businesses reach consumers. But, this digital transformation in pharma in particular, represents a troubling paradox. Compliance regulations and governance requirements put pressure on pharma enterprises to employ centralized communication tools like phone and email; but messaging is fast making traditional channels obsolete in critical overseas markets, such as India and Brazil, where growth forecasts for pharma are 9.6% and 7.7%, respectively.
Consider the evidence:
For WhatsApp, enterprise business usage is associated with real economic growth. Some studies estimate that a five percentage point increase in WhatsApp enterprise adoption may generate as much as $22.9 billion globally. In a recent economic impact report, economists estimated the value of consumer discretionary spending associated with WhatsApp communication to be over $9.6 billion in India and greater than $12 billion in Brazil. To this end, WhatsApp found that 80% of small businesses in Brazil and India use the app to communicate with customers. This usage was compelling enough for WhatsApp to launch a business version of their app with enhanced customer service and marketing functionality for SMEs in select international markets in January of this year.
A five percentage point increase in WhatsApp adoption may generate as much as $22.9 billion globally.
Overseas consumers now have new expectations around the ability to reach service providers, customer service, and businesses via WhatsApp. People use WhatsApp for their jobs and businesses. In the overseas workplace, people use WhatsApp to:
As consumers, they’re using it to contact owners, coordinate deliveries, schedule appointments, and, critical to pharmaceutical companies, talk with doctors and pharmacists. Whatsapp is a driving force behind the healthcare digital transformation trend in Brazil of doctors communicating digitally with patients. Nearly 90% of doctors communicating digitally with patients are using Whatsapp for on-demand healthcare.