Biopharmaceutical commercial leaders are experiencing a period of substantial disruption that is likely to continue for the foreseeable future. Commercial capabilities once considered sufficient are no longer adequate or fit for purpose. The traditional representative-driven sales model is losing relevance amid global shifts in healthcare delivery and access.
Biopharma companies that rapidly adapt to this evolving landscape could boost their competitiveness compared to those caught unprepared. This article explores the challenges and opportunities biopharma commercial leaders currently face and offers suggestions for areas on which to focus to achieve success in the future.
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