The U.S. healthcare marketplace has undergone dramatic changes, including the shift in power away from physicians, and towards large payers and provider systems as they take on more risk and want demonstrable value. This has made pharma’s traditional model less relevant.
In response, pharmaceutical companies must reinvent the way they go to market by focusing on the unique needs of complex corporate customers to create a customer-centric engagement strategy, including:
- Customer insights for complete local healthcare markets, including all stakeholders’ needs and interactions
- Marketing and value propositions that stress the impact on health and value metrics
- Expansion to dozens of roles that can work as a coordinated team
- Objectives that align multiple functions in the organization