Historically, pharma organizations adjusted their commercial model to accommodate the shift toward specialty portfolios, reduced physical access to HCPs, and the increased complexity of sales roles. The recent COVID-19 pandemic has further accelerated digital promotion and the reduction of personal promotion roles. This article explores how field deployment and targeting approaches are evolving to address these market dynamics and provide superior customer engagement outcomes. We explore two areas where field force deployment is changing:
- How field deployments are becoming more customer-centric by including hybrid approaches that facilitate better collaboration across roles.
- How targeting approaches have evolved from static cycle planning to dynamic, multi-channel call planning supported by frequent AI/ML-driven insights that drive high-value actions beyond the call plan.
We differentiate these methods across specialty, oncology, and rare disease-focused teams and retail teams. We also examine how dynamic channel scores can ensure effective coordination, channel mix, and messaging over time. Finally, we break the journey to omnichannel transformation into simple steps that pharma organizations can implement easily.
