For decades, the pharmaceutical industry has relied on face-to-face office sales calls with health care professionals. Success was measured by call reach and frequency, and historically it’s been highly profitable. However, a recent study shows that 67 percent of physicians rate digital media as their preferred source of information, and only 20 percent want to continue meeting with sales representatives. Most physicians who graduated from medical school within the past 10 years are joining health systems that already limit direct access.

TGaS Advisors, a benchmarking and advisory services firm for life sciences commercial operations, interviewed marketing analytics leaders at large and mid-tier companies, including several with a specialty focus, to learn how they currently operate and what they see as their key challenges given this new reality. By reading this paper, you’ll learn why they are embracing the new marketing mix as a competitive advantage. You’ll also read about some practical recommendations for utilizing data management and advanced analytics to remain profitable in a rapidly changing business environment.

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