Indian pharma is standing at a crossroads nobody saw coming. The rules of engagement have changed, the tools have changed, and the doctors themselves have changed how they consume information. Most pharma brands haven't noticed yet. The medical rep still matters. But the MR's window in the chamber has shrunk to seconds, not minutes, post-pandemic. Meanwhile, 95% of Indian doctors use WhatsApp every single day. HCPs are consuming bite-sized clinical content between OPD cases,

The pharmaceutical and medical device industries are critical to public health and safety. However, these industries are vulnerable to...