A new era for pharmaceuticals — New Commercial Models: What’s working and what’s not

The pharmaceutical industry is undergoing a commercial evolution. Traditional sales and marketing tactics — such as the classic in-person sales rep model — have declined, leading companies to invest in new commercial models (NCMs). Strategy& recently surveyed pharma executives across the U.S. and Europe to determine the extent to which NCM elements had been deployed, what lessons had been learned, and which elements the executives consider worth investing in as they go forward.