The healthcare delivery market is undergoing dramatic change, adapting to survive in a much tougher business climate we call Healthcare 2.0. This should prompt pharma and medical device manufacturers to reevaluate the assumptions on which they’ve built their commercial model, or they risk falling behind the curve.

Across the healthcare delivery landscape, virtually everything related to purchase decisions and market access is in flux. New stakeholders, new processes, and new criteria are increasingly focused on product value. Manufacturers need to ask themselves whether their current commercial operation can deliver the agility and the skills to respond to a broad range of emerging needs and requirements for success. If the answer is ambiguous, it may be time to redefine roles, responsibilities, processes, and accountabilities across the organization to ensure that the commercial operation is ready for Healthcare 2.0.