McKinsey & Company recently undertook a survey of senior executives in commercial roles within global pharma, to understand their thoughts on how the pandemic has influenced and changed the strategic and operational approach to ongoing engagement.
The report focuses on the acceleration of certain commercial-organizational trends, with building digital capabilities taking precedence. The priority was to recreate engagement virtually and without placing an additional burden on already stretched stakeholders.
There was an overwhelming view that companies would embrace agile ways of working, with raising digital capabilities, expanding field roles, increasing subject matter expert accessibility for customers, proactive marketing and new business development capabilities, seen as having high value.
In summary, the report highlights the opportunity the pandemic has presented to revisit investment in time and resources. It illustrates the importance of delivering relevant communications to HCPs, particularly given the additional pressures they are facing. Quality over quantity definitely wins.