The recent pandemic subjected the healthcare industry to a trial by fire revealing loopholes that were otherwise shoved under the rug. If there were one obvious transformation that had to be quickly thrust into reality, it would be the digitisation of healthcare.
In an interview under the What’s NEXT Interview Series by MARKETECH APAC, one of the leading healthcare services providers in Asia – Zuellig Pharma – shared with us its insights on digital experience innovation. The firm activated incredible pivots within its ecosystem during the pandemic, starting with a B2B e-commerce platform called ‘eZRx’.
Right off the bat, its Head of Product & Engineering, Digital & Data Solutions, Preetham Nadig, encapsulated in a nutshell what had been the state of affairs over the last two years.
“I think the pandemic has given us [an] overview of what happens when [we’re] not prepared, and how businesses had to transform overnight,” he said.
“Healthcare has gone [through] a tremendous digital transformation journey, and [with] [Covid], we have really catapulted into the next phase of our transformation.”
Nadig shared that at Zuellig Pharma, they have seen customers demand more personalised and accessible experiences.
“In our part of the world, in Southeast Asia especially, healthcare is fragmented, [and] we still see the same challenges of having access to better [data], to [better] healthcare, and having the trust in [the] products that we consume.”
Meanwhile, on leveraging Sitecore’s composable solutions for their digital experiences, he commented, “Zuellig Pharma leverages Sitecore CMS across our ecosystem of Digital & Data solutions. Sitecore has helped us to deliver a better customer-centric digital strategy, which leads to driving revenue and conversion, and improving customer loyalty and marketing efficiency, to name a few.”
Nadig cited two crucial things for brands in delivering an excellent digital experience – personalisation and convenience.
“Personalisation and convenience [stand] out. For that to happen, we need to really look at having composable solutions.”
Further, he believes it’s customer-focused innovation that’s going to be the key differentiator as brands continue to elevate and bring to newer heights their digitisation efforts.
“Continuous investment in [composable] solutions helps us to be prepared, be agile, [and] be very customer-focused.”
He also advised brands, “Start with the customer, understand their pain points, understand their journeys, and contextualise your experiences to your customers’ contexts.”
This interview was conducted in partnership with Sitecore. Sitecore is the leading provider of end-to-end digital experience software; its SaaS-enabled and composable platform empowers brands to deliver unforgettable customer interactions.
