The biopharmaceutical industry has long been used by academicians as an incubator for new marketing science innovations. However, the biopharmaceutical industry has been undergoing dramatic shifts caused by changes in both the external environment as well as internal market dynamics. The traditional selling process, or detailing by sales representatives, a common topic in academic marketing science studies, has become increasingly complex and fragmented as more industry individuals are having touchpoints and engagements with people involved in the patient journey through the healthcare system. This is making traditional marketing science approaches that focus on detailing increasingly obsolete. In addition, new developments in biopharmaceutical company scientific R&D have moved drug portfolios toward focusing on large molecule and genomic-based specialty medicines generating significant access and affordability issues. This change has also moved commercial model designs to be focused on metrics that drive health and economic outcomes as measures of success and determination of treatment paradigm.
Axtria’s Principal Scientist, Dr. George Chressanthis, is moderating a special panel session discussion at the 40th Annual INFORMS Marketing Science Conference at Temple University on June 15, 2018 that addresses the challenges biopharmaceutical executives are facing and how research collaborations with academicians and industry consultants can help find solutions.
To learn more about this topic, please provide the requested information to download the panel session abstract. Thank you.