Asentech
Digital Architects Shaping Life Science Commercial Operations

Digital transformation (DX) in the life science industry has transcended its initial buzzword status to become an indispensable strategic imperative. Today, it encompasses not only the adoption of cutting-edge digital technologies but cultivating a digital-first mindset and integrating digital practices in all operations.

Spearheading this shift is Asentech, founded by Swati Bhaskar and Anil Bhaskar. This digital marketing firm specializes in offering DX solutions tailored specifically for the commercial aspects of the life sciences industry.

“Our services ladder up to achieving omnichannel transformation within life science commercials,” remarks Anil, co-founder and managing partner at Asentech.

Pharmaceutical companies’ traditional reliance on medical representatives to promote products and cultivate relationships with healthcare providers (HCP) is undergoing a transformative shift. As HCPs increasingly turn to digital resources, pharmaceutical companies are now managing commercials through multiple channels.

For instance, while some partners might leverage electronic health records to increase physician awareness, others might manage peer-to-peer learning programs through webinars and/ or speaker dinner meetings. This diversification of channels, although effective, results in siloed data on physician engagement. This approach fails to create a comprehensive 360-degree profile of physicians, missing the opportunity to apply insights across channels. Additionally, each channel demands significant budget allocation.

Asentech is leading the way in adapting to this change by specializing in the activation and management of owned communication channels (web, apps, marketing automation, etc.), including proprietary channels and cross-channel integration.

The firm integrates physician-level data across all operational channels, offering a holistic view of various touchpoints between doctors and brands. This integration relies heavily on robust identity and consent management solutions to gain a comprehensive understanding of their interactions, which are essential under stringent global privacy regulations.

Asentech’s client success stories speak volumes about Swati and Anil’s expertise. They recently supported a client whose cancer therapy product, despite its uniqueness, faced the challenge of entering a saturated life sciences market. To stay competitive, the client had to match their competitors’ services. With high-value cancer therapy doses, inventory management was critical. Upon reviewing the existing practices, they identified that competitors use advanced systems with handheld barcode scanners, which was a formidable task to achieve within three months.

As their omnichannel partner, Asentech engaged in brainstorming sessions to devise an efficient solution, leading to the innovative idea of leveraging an iPhone camera for inventory scanning. This approach presented several advantages, including cost-effectiveness, accessibility and ease of implementation.

However, the Sunshine Law prohibits certain exchanges of value and using iPhones in a standard mode for inventory management could potentially violate this law. To address this concern, Asentech collaborated with a device management company to customize iPhones to kiosk mode specifically for inventory management.

Our services ladder up to achieving omnichannel transformation within life science commercial

Prioritizing features recommended by HCPs, the development was expedited, enabling the system’s launch within six months of product approval. Subsequent iterations introduced enhancements like serial number tracking for streamlined billing and one-click ordering for seamless inventory replenishment from authorized distributors.

Asentech’s clients have successfully positioned themselves in the highly competitive U.S. market by implementing this innovative digital solution. By offering a robust inventory management system that rivaled the existing ones in the market, its clients were able to differentiate themselves and establish credibility among medical practitioners.

“Much of this success hinges on effective communication and problem-solving. Often, brands see us as marketers, not technologists, and can’t envision certain possibilities. When we start our engagement as an omnichannel agency, we share our experience with clients, showcasing what’s achievable,” asserts Swati, CEO and managing partner of Asentech.

In an industry where service offerings can be indistinct, Asentech helps clients adopt a customer-centric approach and co-creation strategy to deliver unique customer experiences. Swati and Anil, leveraging their deep understanding of digital solutions, engage directly in strategic discussions, working as allies to ensure that client campaigns are effective and tailored to their needs.

Asentench’s expertise in digital marketing omnichannel and proprietary channel activation is remarkable, but its CIO-friendly approach truly makes it stand out. This deep understanding not only optimizes media spending but enhances the overall customer experience, making Asentech adept at leading the digital marketing and omnichannel strategy within the pharmaceutical sector.