New Commercial Realities

Faced with a changing healthcare environment and the prospect of diminishing commercial returns, the pharmaceutical industry has recognised that traditional commercial models based on sales force arms races are no longer viable. In order to adapt to new commercial realities that require more complex decision-making processes and involve a greater number of stakeholders influencing at a range different levels, pharmaceutical companies must undertake a fundamental and systemic rethink of their commercial operations. This paper provides insights into the changing healthcare environment and describes how key stakeholders in the space are evolving. We discuss the key implications of this changing landscape for pharmaceutical commercial operations, and provide an actionable approach for implementation of new commercial models that considers future roles & competencies, governance and organisational structure and size.