Where should digital transformation go next? Pharma companies are slowing down
AI-translated from the Chinese original · editorially reviewed
Licensed reprint: Pharma Statistics Insight
The COVID pandemic set off a wave of digital strategy across pharmaceutical companies, making them realize the traditional sales rep visit model needed a shake-up. But no one yet knows exactly how to execute it for the best results.
The biggest uncertainty
No one can pin down what the optimal hybrid commercial model looks like.
An Indegene executive weighs in
Nancy Phelan, formerly Novartis's vice president of digital transformation and now a vice president at Indegene, said: "The analysis shows a great deal of variation and experimentation. When it comes to reaching healthcare professionals, just how much impact in-person visits combined with digital strategies can deliver is still undetermined."
93% agree new commercial models are needed
Pharma executives agree that reaching healthcare professionals more effectively requires developing new commercial models.
Why executives back new models
59% believe they can reach healthcare professionals in better ways,
53% believe it can improve the customer experience,
46% want to optimize engagement based on healthcare professionals' evolving preferences.
Nancy Phelan said: "You can expect the balance between sales reps and digital strategy to shift. Much of the emphasis used to be on sales reps; that will gradually give way to a model where they coexist with digital strategies. Pharma companies already recognize they have to move in a new direction."
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