It is now clear that pharma’s commercial operations need to change. But how should they change? At the same time as commercial operations are stagnating, the products coming through the pharma pipeline, increasingly, are specialty products, which are focused on smaller patient populations and specialists. And although these products promise much more in their ability to decrease morbidity and mortality, they will also come to market costing much more per course of therapy. This will accentuate the pressures between pharma commercial operations on the one side and payers and providers on the other.
We believe that to succeed, pharma’s commercial operations must reach beyond just trying to create value for the industry, and adopt a posture of seeking to provide value to payers, providers and patients.