Among the many trends accelerated by the pandemic was the overhaul of pharma’s commercial model. It was tacitly understood to be ripe for change – the cost was increasingly conspicuous, and the results increasingly suspect. The prior model had grown out of step with field realities. Employed physicians had less…
The pandemic has dramatically accelerated many changes across healthcare, and one of them is redefinition of Medical Affairs’ role in commercialization. The shift to virtual detailing and the increased focus on economic and clinical value have implications for Medical Affairs well beyond staffing numbers. These changes demand that Medical Affairs…
In response to Covid-19, manufacturers have quickly adapted their commercial approaches. But which of those changes are permanent? What additional capabilities do organizations need to succeed in the “new normal”? What has Covid-19 shown us about weaknesses in the traditional commercial model? To understand the extent to which the pandemic…
As leadership focuses on the trauma of Covid-19 across healthcare delivery and the challenges it presents, it is easy to forget that the traditional commercial model was under serious stress before the pandemic. Consolidation across delivery, changes in product decision-making, and growing limitations on access were making that model increasingly…
