A new operating model for pharma: How the pandemic has influenced priorities

A new operating model for pharma: How the pandemic has influenced priorities

​McKinsey Article
December 2021

The COVID-19 pandemic has prompted pharma companies to rethink their organizational strategies.
​At the top of the list is the broader development of digital and analytic capabilities. That development was a high priority before the COVID-19 pandemic, but many companies are now doubling down on building these capabilities to strengthen virtual interactions with healthcare professionals, give more employees more data and information for fast decision making, and facilitate seamless engagement with stakeholders.
Until recently, few companies saw reason to change the traditional “push” marketing model, whereby sales representatives largely relied on face-to-face meetings with HCPs. During the pandemic, however, physical meetings have often been barred because of pandemic protocols, and HCPs have been too busy to meet with salesforce personnel—physically or virtually.
Companies are also newly prioritizing HCPs’ and other stakeholders’ access to subject-matter experts.

link to article

Only a few months after this article the new reality is already established in the pharma industry:
The trend to use data for marketing and sales initiatives has not only been accelerated by COVID-19 - most companies already have embraced and established a data drive culture by now.
The reasons for this speed are multiple: HCP expectations, global competition, cost pressure, new product launches, speed to market requirements, limitation of physical meetings etc.
Precise sales potential, channel preference and other data based on new technologies can help pharma companies to address these challenges.