Towards a healthier sales model
18th December 2018 | Dominique Côté
Pharma needs to transform the way it engages customers if it is to adapt to disruption in the healthcare landscape.
For the past 20 years, I have been involved in pharma discussions regarding the need to radically change our sales and engagement model. The pharma industry has shifted from defining its customers as the physicians prescribing to patients to a much more complex environment – one where the customer is defined by a diverse group of players which participate in the decision-making around treatment and access to treatment. From my perspective, the ultimate customer, although indirectly, has always been the patient. This is now becoming increasingly important.
However, in an industry that is being highly disrupted by the current technology explosion and remains under significant regulatory pressure, both the demand and the uncertainty are making it easier said than done to engage in a cohesive fashion with the different customers.
These are a few of the mega trends that are forcing us to change our traditional engagement models: