Pharma Executives Are Awakening To A New Reality: Embrace The Future Of The Commercial Model Now Or Else

This year, we conducted a qualitative survey of 95 executives from 37 pharmaceutical and 15 medical device companies of all sizes. In the report, respondents acknowledged two new realities. First, healthcare professionals (HCPs) have limited bandwidth for sales representatives due to an increased workload and administrative burdens, which means sales representatives must be mindful of how and when to target clinicians to best achieve their desired outcomes. Second, hospitals are under continuing pressure to reduce healthcare spending.