Commercial’s industrial revolution is here. As customer preferences and expectations shift rapidly, you can no longer rely on field teams the size of armies and specialty events the size of cities. You must transition to data-driven systems, digital-enabled processes, and HCP-centric virtual tools.

It’s time to re-build your data-foundations and deploy advanced analytics. Reskill reps to become channel orchestrators. Deliver value-driven, personalised content. And combine these new capabilities to modernise your go-to-market model. All this, whilst innovating even more beyond medicines to unlock novel commercial opportunities and find new competitive advantages.

The industry redefining value of Medical Affairs has never been clearer. When access to HCPs became harder, Medical rose to the challenge to cut through record noise and provide valued engagements when it mattered most – all whilst still generating critical insights to shape decision-making across the lifecycle.

But this is just the start.

Early adopters of multi- and omni-channel strategies are seeing exponential results from building advanced data and analytical capabilities to deliver personalised physician experiences through novel engagement channels, digitally optimised agile content, and next-level HCP profiling. Upskilled MSLs are becoming the orchestrators of this holistic strategy. And new infrastructure capabilities are enabling integrated evidence generation across the organisation.

Finally, everyone understands the value of patient centricity. Now we face the real test of our patient-centric mettle – measuring real-world impact and scaling practical approaches to engagement and advocacy that ensure the integration of diverse patient needs, opinions, and goals from R&D through to commercial operations.

To achieve this, we must reimagine what good patient engagement means to care and patient communities and ensure individual-level value is delivered and maintained at every interaction across every team, across each digital support tool and platform, in every piece of content or educational material, and every face-to face meeting and committee.

In the wake of global disruption, market access finds itself front and center of the pharma transformation stage. Yet we find ourselves still, frozen in the lights.

On one side, progress towards a value-based system driven by patient-driven outcomes, trusted real-world data, and advanced digital capabilities beckons. While on the other, financial pressure and unthinkable strain on healthcare systems looms ever-present, fostering short-termism and low risk-tolerance across stakeholders.