A commercial model built to deliver blockbuster drugs to the market is no longer effective – particularly for delivering therapies for complex disease states to smaller, more targeted patient populations and specialty providers. But what will the new, “commercial model of the future” look like?
There’s no one clear answer, but Howard Brock, Senior Managing Director and head of customer and digital engagement in the Commercial Advisory Group at Syneos Health Consulting, believes the key will lie in how we use data to better engage with the customer. Pharma wants to take a page from the playbooks of Amazon, Google and Facebook – but we need to figure out how to adapt those models to work within the complex regulatory and privacy limitations of the biopharma marketplace. Here he discusses the challenges biopharma CEOs are facing, the role of technology in the process, and how approaches like dynamic assembly will get us closer to a successful, targeted customer engagement model.
For more information, check out our recent paper, Biopharmaceutical Commercial Models of the (Very Near) Future, which outlines the path to a well-integrated model that considers key trends, specific influencers and their needs, and adoptable to address the specific needs of each disease state, and discusses the new ways that people will start to behave and operate within more integrated organizations, and how data will be generated and utilized to generate actionable insights and demonstrate value.
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