What does the new era of commercialization focus on?

It focuses on 5 key areas of sustainability to create long-term, durable value. This includes patient and societal sustainability, customer model and relationship sustainability, economic sustainability for health systems and manufacturers, sustainable operations and cost basis, and a sustainable workforce model.

What is Accenture’s Commercial Success Index?

The Commercial Success Index is a combination of two inputs: primary research data from senior industry leaders across the same 15 major pharmaceutical companies on their commercial model and an outside review of commercial attributes from our global experts.

What is the largest differentiator between companies in the Success Index?

The largest differentiator between the top performing companies and those at the other end of the scale is focus and investment in advancing their core marketing capabilities including their customer facing model over the past five years.

What are the core marketing capabilities that successful companies have focused on?

Successful companies have looked to simplify and speed up their core marketing processes by adopting agile principles and methodologies, investing in technologies that position digital at the core, and can enable more targeted campaigns. They have also invested in upskilling their marketing talent to hone the core craft of marketing.

What does the reinvented end-to-end marketing model look like?

It’s a forward-looking approach that includes a heavy emphasis on driving impact in digital channels by taking advantage of field insights direct from the representatives to inform omnichannel engagements with healthcare providers (HCPs) and excellence in the digital execution of the field itself (e.g. virtual engagement, AI technology adoption, etc). It also includes strategic integration of field and digital engagement by merging these two channels and empowering sales and marketing teams to drive commercial impact in new ways.

Commercial, sales & marketing services

The new era of commercialization

What is driving this change?

A new growth era

47%

ranked advancing the sophistication of pricing and market access as one of their top three priorities to drive future commercial success

58%

ranked stronger adoption of data and analytics capabilities to fuel decisions and operations as one of their top three investment priorities

48%

said product launch capability received the greatest increase in technology investment over the past 12 months

30%

ranked talent as top aspect of operating model critical for growth

20%

of respondents cited sustainability and more equitable access as their top net new priority without being prompted

40%

of executives said they see their organization shifting to be more focused on transformation

Actions to modernize

Aligning evidence and economics to outcomes

Demonstrate outcomes through value-based models and access led transformation.

Bringing outcomes to life through experience

Designing experiences around the changing needs of patients, caregivers, and HCPs across increasingly complex care pathways.

Modernizing launch and competitive strategies

Optimizing market entry by empowering brand teams with therapeutic area expertise and executing flawlessly.

Reinventing end to end marketing

Moving away from traditional marketing tactics to positioning assets to drive growth.

Reimagining the digitized customer model

Introducing new engagement approaches to better support HCPs and patients.

Applying intelligence to commercial

Playing data offense and leaning into artificial intelligence (AI) to streamline operations.

Rewiring operations and capabilities

Strengthening core capabilities to promote and sustain commercial growth.

“While we are rarely wrong about the direction of change in healthcare, we are almost always wrong about its velocity.”

— RAY PRESSBURGER, Accenture Strategy, Commercial, Sales and Marketing, Life Sciences