Digital transformation is being embraced by many companies across industries, as the role of technology shifts inevitably from business enabler to business driver.

MSD highlighted at the eyeforpharma conference in Barcelona that the growth in the use of digital technology for patent centricity can be seen as an opportunity for medical affairs, enhancing overall patient care by leveraging digital transforming scientific exchange.

Nina Christiane Belly, global medical affairs digital transformation lead for MSD, reiterated the importance of an “integrated digital marketing ecosystem”, emphasising the need for products, services, and people that function together in a symbiotic way.

She continued to explain how digital can revolutionise the system via digitised patient recruitment, tracking and data analysis, modular automated self-service tools and multi-channel engagement.

MSD is focussing on customer centric growth related transformations, with emphasis on providing relevant, personalised and engaging interactions with patients.

Digital transformation has always been a strong point for the pharma giant, having launched the UK’s first digital preventative healthcare accelerator back in 2015.