With the advent of mobile revolution, the future of the world communications has irrevocably changed. The initial contours of the change were felt in the social dimension that eased communication barriers between individuals. Overtime, fuelled by fertile minds, the contours extended to achieve greater business effectiveness by establishing a personal connect which hitherto was almost impossible in some business segments like pharmaceuticals. This paper looks at how mobile revolution is transforming the pharmaceutical industry by enabling the consumer to industry connection and proceeds to give a glimpse of the transformation by discussing three real life examples. The paper concludes with a discussion on future trends and challenges.
['Raghuraman Krishnamurthy', 'Saikumar Jagannathan']
Getting Closer to Customers: Mobility Revolution in Pharmaceuticals