Market Research Report
New Commercial Models: Benchmarking Pharma Companies 
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|New Commercial Models: Benchmarking Pharma Companies |
|Published: May 1, 2018||Content info:||
Pharma has made the shift from volume to value, but just how successful are these new commercial models proving to be? Customer first or an alternative stakeholder centric model? Focus on agility or take time on engagement? Push hard on digital or build a hybrid commercial approach? There are no obvious answers-but there are plenty of new ideas and innovative approaches, some of which are gaining traction.
In April 2018, we conducted in depth interviews with 7 commercial experts from various top tier pharma companies including Novartis, GSK and Astellas. The key issues they discussed provide unrivalled insight into the commercial models currently adopted in each business.
If you've been wondering how other companies are responding to the multitude of changes shaking traditional pharmaceutical businesses to the core, now you can find out. We've asked the questions you want to ask and detailed all the answers in this report.
New business models bring about a culture of innovation and engagement. This is especially the case at Astellas. Astellas conducts regular surveys of employees to determine whether a culture of coaching and engagement has been developed. The company also develops a range of KPIs for its six-step model to encourage employees to identify areas for improvement.
"In a culture where we are trying to create more accountability with our teams, we do not have armies of representatives marching in anymore, where we had three or four people promoting the same brand. We have only one or two now, so from a cost perspective we have achieved some savings there. In addition, we have a Customer Experience Team and a Health System Team, which are more portfolio-based. Instead of having different people focused on patients with respiratory illnesses, patients with diabetes, or patients with cardiovascular diseases, we have a patient hub across all of our products and therapy areas."
Pharma companies don't usually find change easy or swift to incorporate. Business was done successfully on a product volume basis for so long, it's understandable that a period of playing 'catch-up' is needed. In this new, more complex world, there are many commercial choices to make. And wrapped up in all of it is the need to keep flexible and agile as the landscape evolves. With the very foundations underpinning how pharma does business still in a state of flux, it's more crucial than ever to understand how your competitors are working-otherwise how do you compete?