As healthcare manufacturers struggle to adapt to the evolving requirements imposed by healthcare reform, one of the more broadly recognized needs is change to the industry’s commercial model. In their article How to Build a Post-Reform Commercial Model, published March 2, 2010 in Eye for Pharma, authors Michael Abrams, M.A., Managing Partner, and Bill Ott, M.B.A., Senior Consultant, discuss three disruptive strategies to sustain success in today’s rapidly changing marketplace.

Many pharma companies have undertaken initiatives to reconfigure their commercial organizations, with a particular emphasis on field sales. While these initiatives acknowledge the need for change, just downsizing field sales won’t address the underlying market dynamics. The authors discuss the fundamental assumptions that have changed, and describe the kind of transformative approach that is required for success.