The pharmaceutical industry is in a state of flux with the increasing influence of payers, pressure from the government with restricted healthcare budgets, and the rise of multi-channel marketing. Over 40%1 of physicians are restricting access to reps and almost 50%2 of physicians spend 4-5 hours a day on their digital devices conducting research and engaging with peers.
The increasing focus on pricing, declining access to physicians and the evolving role of sales and marketing, has compelled pharma companies to reassess their commercial strategy and operations.
Axtria conducted interviews with several senior pharma commercial operations leaders to seek their views on the potential implications of the industry challenges on business operations, sales and marketing objectives and how the commercial models will evolve in the future.
In the first part of this two-part series, we present our findings from the survey. In the second report, we will share actionable recommendations on what can be done to address the gaps identified.
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