Today, doctor data is of supreme importance for the pharma industry, helping in targeted campaigns and personalized messaging. However, a storm is brewing on the horizon – the Digital Personal Data Protection Bill (DPDP). Expected to be implemented by August 2024, this bill has the potential to cripple pharma marketing.

The current state of doctor data in pharma CRMs is alarming. With discrepancy levels exceeding 50%, a significant amount of communication misses its intended target – doctors.  Even with accurate data, the lack of explicit consent for communication leaves us bombarding doctors with unsolicited messages, breeding frustration and a sense of being spammed.

The DPDP, modeled after the EU’s GDPR, promises stricter regulations. Misusing doctor data could translate to hefty fines – potentially ₹200 crores per company. Remember the GDPR’s penalties – up to €10 million or 4% of global turnover!  The consequences are dire, mirroring similar data protection laws like California’s CCPA.

The current lack of a robust data protection law exposes the Indian pharma industry to significant risks. Under DPDP, doctors, as individuals, gain the right to file complaints against pharma companies for data misuse.

The time for action is now! We must prioritize data validation, and clean the CRMs, to ensure accuracy, and most importantly, obtain explicit consent from doctors for communication. 

This might require a paradigm shift in marketing strategies, but the alternative – a DPDP-induced crisis – is far worse. Let’s embrace transparency and build trust with doctors for a future-proof marketing landscape.