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Revisiting Commercial Analytics for Effective Customer Engagement in the New Normal

Sponsor Spotlight – PMSA Newsletter: July 2020

Pharma and life sciences industry is undergoing a paradigm shift due to unprecedented circumstances created by the COVID-19 pandemic. The lockdown has resulted in significant disruptions, both from a supply chain and from a manufacturing operations standpoint, as well as in being able to stay in touch with top customers. The pandemic-driven macro-conditions have also changed consumer behavior, purchasing habits, and expectations, disrupting the status quo for payers, providers, and pharma. The pharma commercial operations and analytics teams will have to adapt rapidly to the new environment in order to cater to the changing Why, Who, What, Where, and How of sales and marketing.

This whitepaper provides an in-depth view of why the traditional commercial models fall short of their objectives in the current “New Normal” and how this situation can be leveraged to define a next-generation digital commercial model.

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