Doceree is on a mission to revolutionise healthcare in the next five years: Harshit Jain

Established in 2019 in the US, Doceree, a pharmaceutical advertising & healthcare marketing company, has successfully expanded its global footprint by entering the UK, India, Europe and GCC markets with over 200 pharma associations (out of which eight pharma brands are ranked in the top 10 list globally) in just four years of its operations. Doceree currently precision targets over 850,000 HCPs across the US, over 400,00 in Europe and Asia-Pacific Region, over 20,000 HCPs in the Gulf Cooperation Council and over 370,000 HCPs in other parts of the world. The platform’s AI algorithm minutely deciphers the behaviour of doctors, thereby enabling pharma brands to target them in a streamlined manner based on their specialty and demography.

In an exclusive conversation with Adgully, Harshit Jain, MD, Founder and Global CEO, Doceree, speaks about Doceree’s strategy to empower marketers with unparalleled customisation capabilities; the aim to become a pivotal medium for fostering collaboration and synergy in the health tech landscape; developing local relationships, and more.

Could you share the vision and goals that Doceree holds after securing $35 million Series B funding?

Doceree has been constantly adapting to the needs of the industry. We are now looking at transcending our conventional boundaries to emerge as a cutting-edge enterprise technology. Initially recognised for our innovative tools and solutions in the healthcare sector, Doceree will strategically pivot to empower marketers with unparalleled customisation capabilities, going forward. This transformation will position our platform not merely as a service provider, but as a comprehensive enterprise solution, facilitating seamless connectivity between disparate tools within the industry.

By offering marketers the ability to tailor and integrate tools according to their specific needs, Doceree envisions to become a pivotal medium for fostering collaboration and synergy in the health tech landscape. This strategic shift underscores our commitment to adaptability, innovation, and its role as a catalyst for enhanced efficiency and connectivity within the evolving realm of healthcare technology.

Could you provide some insights into the upcoming innovations and strategies that will help upscale Doceree’s operations, in terms of product development and global expansion?

Doceree is on a mission to revolutionise healthcare in the next five years. We’ll be introducing a series of AI-powered cutting-edge solutions (five in the year 2024) in areas like predictive messaging, and affordable healthcare, tailored to the countries we work in. We’ll be focusing on making efficient and optimal use of AI for preventive health, remote tracking, and early detection, all with the goal of making healthcare more accessible and effective. As the pioneers in the space, our aim is to continue to be the leaders in bridging the gap between patients, providers, life sciences manufacturers, and doctors, so we can create a healthier, more connected world.

Establishing a successful start-up in the US is no small feat. What opportunities and challenges did you encounter, especially in comparison to the Indian market, and how did you navigate them?

In the United States, the healthcare sector is highly developed and diverse, with a high level of technological adoption. This had opened up a lot of opportunities for us and our solutions. Due to the intense competition in the region, the only challenge we had to face was to find our niche. On the other hand, in India, we find it to be a more tedious process to start a business in the health tech space due to the lack of awareness, digital adoption, and flexibility in transitioning from the traditional to the digital space. While the funding environment has improved significantly in India, it can still be challenging for start-ups to get funding as investors have different risk-tolerance and are more cautious in health technology.

Could you share the inspiration and observations that led to the establishment of Doceree Inc? What drove you to create a platform that bridges the gap between healthcare professionals (HCPs) and pharmaceutical companies?

Upon completion of my medical degree from Chicago’s Northwestern University, I embarked on a career as a physician for a period of almost eight years. As a physician, I became aware of the shortcomings of the healthcare system, particularly in terms of transparency and cost-effectiveness. Driven by creativity, I took on a significant career transition from practicing medicine to a cutting tooth in healthcare advertising. During this time, I gained experience at some of the most prominent healthcare advertising agencies, such as McCann Health, where I held a variety of roles, including Country Head, Marketing Director, and Innovation Lead in Asia, Europe, and America.

Throughout my career, I have gained knowledge in healthcare, having worked on campaigns for a variety of healthcare issues, such as immunisation and Vitamin D deficiency. This knowledge has motivated me to strive for more. This culminated in 2019, when I launched Doceree, a global platform that provides unparalleled solutions for healthcare cost-effectiveness programmatic marketing, utilising exclusive data tools. This platform has seen remarkable growth since its launch, with significant rise in script lifts generated through trigger-driven messaging.

What obstacles have you encountered while normalising the adoption of digital tools within the healthcare fraternity, and how has Doceree overcome them?

In 2019, Doceree launched its services, however, before it could expand its reach, the COVID-19 pandemic struck the world. The pandemic had a significant negative effect on many businesses, but for Doceree, it served as a blessing in disguise. The situation of life sciences manufacturers was uncertain, and Doceree’s offerings provided a solution to the challenges they were facing in terms of regulation and compliance. The life sciences manufacturers were facing a lack of solutions due to their lack of preparedness for such uncertainties. Doceree’s product provided a ray of hope during a difficult period, as it enabled them to reach healthcare professionals in a way that digital platforms could not. This has significantly reduced the difficulties life sciences manufacturers faced. Hence, for us normalising digital adoption was not a big roadblock.

India’s healthcare infrastructure is continually evolving. In your opinion, where does India need to streamline its healthcare infrastructure, especially when compared to the western world?

India’s healthcare system is undergoing significant transformation, however, there are still areas that require improvement, particularly in comparison to healthcare systems in other countries. Indian healthcare must strive to reduce the disparities between urban and rural areas, as well as between the wealthy and the poor, in order to ensure that all citizens have access to healthcare. Additionally, efforts must be made to expand health insurance coverage, allowing a wider range of people to access healthcare without financial constraints. Strengthening the telemedicine system, the development and implementation of electronic health records, and investing in the healthcare workforce, such as training and upgrading of healthcare professionals and support staff, are all measures that can help to make the healthcare system in India more efficient.

Could you share some success stories or key milestones in Doceree’s journey, showcasing how the platform has made a positive impact on the healthcare and pharmaceutical industry?

Globally, physicians are confronted with an immense amount of information, which they are often unable to access or assimilate due to their time constraints. Physicians are presented with a vast amount of information and are only able to partially utilise it in the delivery of care due to their difficulty in remembering and selecting information. Fraser and Dunstan’s research has demonstrated that, even within narrow-subspecialty areas like cardiac imaging, it would take trainees over 11 years to become proficient in the field if they read 40 papers per day, five days per week. In addition, a further 82,000 relevant documents would have been published during the same time period, requiring an additional eight years to stay up to date with the latest data, information and trends in the medical field.

This amount of information is simply too much for consumption, and it is physically impossible for HCPs to recall any information from the vast array of messages they receive daily. As a result, HCPs are unable to provide their patients with the most effective care due to a lack of information regarding recent advancements in drugs and therapies. The lack of patient-oriented information or the physicians’ unrealistic expectations of remembering information was largely due to the lack of access to relevant information that could lead to improved health outcomes.

With Doceree’s entry into the market, it was no longer possible for healthcare professionals to access information that could be beneficial to their patients. Doceree’s new solutions have lived up to their reputation for transforming healthcare provider messaging, providing solutions that are essential for an industry that is transitioning to digital media after much hesitation. By simplifying healthcare provider communication on point-of-care, the company has provided relief to healthcare professionals who have been struggling to find the right information to provide better treatment or affordable programs to their patients.

Doceree has been recognised for its employee-centric work culture and policies of diversity and equality. What strategies or initiatives have contributed to creating this positive workplace environment, and why is it important to you as a leader?

In addition to running a successful business, the company has worked hard to create an employee-friendly environment, for which it has been recognised by several organisations, including MM+M’s Best Places to Work for 2022, Great Places to Work in India for 2023, and NMBIZ Best Places to Work 2023. To your question on how we did this – Doceree has recognised that its ‘employees’ as its ‘people’ and its greatest asset, providing us with the resources and support we need to succeed.

As we expand and innovate, protecting our poeple’s identities and interests is of utmost importance. We are committed to creating a secure and healthy workplace environment that promotes productivity and business growth, by fostering an increased flow of ideas, creativity, and decision-making. We have implemented DE&I, a global initiative, which involves a variety of measures to create a unified environment for employees across multiple markets.

With the global expansion of Doceree into the UK, India, Europe, and GCC markets, what were the key strategies that facilitated this growth, and what unique challenges did you face when entering different regions?

While there are significant opportunities in the UK, India, Europe, and the GCC region, our strategy was, since the beginning, to carefully assess and adapt to each market’s unique characteristics, regulatory landscapes, and cultural nuances to ensure successful entry and growth. In the UK, we took leverage of the country’s cutting-edge healthcare infrastructure and tech-savvy public to innovate and function. The regulatory environment has also supported the uptake of healthcare technology. In India, we understood the power of reach due to its expansive and diverse population and the need to bring in affordability in the healthcare ecosystem with the rise in rural healthcare needs.

Europe, on the other hand, is composed of a multitude of healthcare markets, each of which has its own unique requirements, thus providing an opportunity for tailored solutions. Several European countries have adopted digital health initiatives, providing a platform for companies to offer related solutions. Similarly, the Gulf Cooperation Council (GCC) region has invested heavily in its healthcare system, providing a platform for the uptake of technology. As the GCC countries transition into a digital economy (with strong push from the Govt.), there is a growing demand for health technology solutions. However, the only challenge being adherence to cultural norms is crucial for successful market entry.

While all of these regions are making great strides in digital healthcare adoption, the only caveat is that data privacy issues remain and must be addressed, particularly in healthcare. Developing local relationships is often difficult, but necessary and beneficial and important for navigating business processes across markets.