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Commercial models adapt to scientific innovation

The pace of scientific innovation is spurring biopharma organizations to modernize their commercial strategies to become sustainable, foster growth and stay competitive.

What's going on

New intelligent tech will enhance commercial success and accelerate time to market by dismantling functional silos within organizations and fostering collaboration with R&D and Product Supply. Leveraging data and GenAI enables the entire organization to work cohesively on shared insights and AI-driven recommendations, resulting in more efficient, and cost-conscious commercial operations.

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Adoption of generative AI

Intelligent technology investment, particularly in product launch capabilities, has significantly increased over the past few years. This can result in more successful product launches, better risk management, sustainable scalability, and greater market success.

Data-driven decision making

Commercial leaders increasingly use data and analytics tools to study and assess vast amounts of data from various sources, quickly and efficiently. This enables improved decision-making by gaining deeper insights and better data transparency, leading to the predictions of market trends, advanced understanding of patient needs, and tailoring launch strategies to gain a competitive edge.

Partnering talent with intelligent technology

With commercialization becoming more complex, problem-solving depends on teams not only having expertise in their areas but collaborating across different domains. So organizations are reinventing how their people operate. Even a new working method as simple as equipping field sales teams with virtual technology can help get more from that workforce. And it’s both sustainable and cost-effective.

What you can do

Improving healthcare by making information more accessible to HCPs and patients is imperative. Life sciences companies are reimagining integrated end-to-end omnichannel strategies to enhance customer engagement, education and ultimately patient outcomes – while leveraging technology at scale to drive efficiency and impact at scale.

The future of CRM and commercial tech hinges on AI-driven personalization, advanced analytics, and seamless platform integration, revolutionizing Pharma’s digital core. Investing in intelligent systems is crucial for market adaptability and mandatory migrations to streamline sales and enhancing predictive insights to anticipate customer needs and drive impactful customer engagement.

The adoption of GenAI is revolutionizing the commercialization value chain, driving speed, efficiency and improved quality in content creation and activation, leveraging advanced analytics to predict market trends, personalize engagements, and accelerate decision-making. This intelligent investment refines strategies, fosters innovation, and enables efficient, scalable operations to drive superior business outcomes from drug discovery to marketing.

Today’s commercial environment is characterized by a high level of innovation. Reinventing ways of working by integrating cutting-edge technology with the expertise of highly skilled professionals is vital to operational success. This synergy promotes agile, cross-domain collaborations, enhances processes and prioritizes continuous learning - accelerating time-to-market, reducing costs, and improving patient outcomes while securing a competitive edge.

Better health outcomes and reduced disparities in care come from enhanced affordability, availability, and accessibility of medication, regardless of socioeconomic or demographic factors. Addressing health equity early by innovating pricing and distribution, promoting inclusive policies, and fostering impactful partnerships reduces affordability barriers and ensures accessible treatments for all.

Our leader

Gro Blindheim

Managing Director, Global Bayer Account Lead and Global Life Science Commercial Lead

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