Building a commercial dream team for today ’s pharma industry

Nearly three years since COVID-19 abruptly forced pharmaceutical commercialization teams to adopt fully digital engagement models, the industry has adjusted to a more complex and diverse mix of engagement modalities.Pharma is adapting to this hybrid engagement model along with a host of other changes to engagement strategies by rethinking the makeup of commercialization teams and the skills that they prioritize.In many ways the rep ’s role has become more complex. There is a growing requirement for them to connect the right decision-makers at the provider with the right subject matter experts in pharma. In addition, flexible engagement strategies modeled after the two-week “sprints” of agile software development are repl acing the static outreach schedules and content calendars that remain in place for months at a time. “Things have changed so much,” says Jennifer Muszik, Head of Global Commercial Learning at Biogen and a member of the Board of Directors for the Life Sciences Trainers& Educators Network. “You need to know the office, the local market, and the disease state – and on top of that, you need to provide product knowledge and access to the cross-functional team.”Shorter conversations, more engagements The use of tools such as Microsoft Teams has changed the nature of one-to-one engagements for field team members. “They were used to walking to the office, stopping, and saying hello. Now, they’re getting HCPs in the flow of their day,” Muszi...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news