Just as landmark scientific advances have accelerated the pace of innovation, rising costs and demands for affordable healthcare are challenging the economics and traditional business assumptions of the industry. Markets are becoming fragmented as physicians, providers, patients, and payers look for focused solutions that have optimal efficacy and safety profiles for narrower patient populations. Finally, there is much greater skepticism among key internal stakeholders (investors, regulators, payers, physicians, patients, politicians, and the public) in the integrity and soundness of the industry.

Each of these dynamics has powerful implications for pharmaceutical companies’ sales and commercialization strategies. Drug makers will need to rethink their approach to the sales function to ensure their continued success.