Episode 2: Understanding Disruptions and Innovations in the Pharma Commercial Model Design

Many forces are driving the disruption for our pharma and life science companies. Join Jeff Tomlinson, Principal at Axtria, as he describes the factors drive the evolution of the pharma commercial model. First, Jeff shares how COVID-19 has accelerated many forces that our industry was already facing. Later, Jeff explains how companies are focusing on customer insight and data interoperability analytics with artificial intelligence (AI), machine learning (ML), and value-based outcomes. Tune in as Jeff speaks about why the commercial model must focus on customer engagement, strategy, role and responsibility development, identifying market archetypes to foster management of local health market ecosystems, size and structure, and capabilities to support a new commercial approach.

In This Episode, We Cover:

• [02:10] The disruptions that are driving the evolution of the pharma commercial model.
• [07:00] What the future will look like for pharma commercial model design.
• [12:15] What companies are focusing on in terms of commercial model design adjustments.
• [14:40] The four common themes Jeff recognizes across his customer base.
• [18:30] Axtria’s multi-faceted approach to innovation in this industry.

Key Takeaways:

• COVID-19 has accelerated many forces that the life sciences industry already faced, like declining rep access and more virtual, digital, and telehealth engagements.
• Customers are focusing on customer insight and data interoperability analytics with AI/ML and value-based outcomes with health economics outcomes research (HEOR) available at or near launch.
• The commercial model must focus on customer engagement, strategy, role and responsibility development, identifying market archetypes to foster management of local health market systems, size and structure, and capabilities to support a new commercial approach.