There has been a subtle but important shift in Pharma to build relationships with the NPs and PAs that work under physicians as their size, daily role, and level of influence have all grown. Sales teams have been focusing on these roles for some time, learn how marketing is catching up.
Pricing pressure for pharma continues to increase. Pharma needs to look for new and more cost efficient ways to engage and educate clinicians.
New opportunities for Pharma leveraging digital media and non-personal promotion have grown to fill voids left by the decline of the dinner meeting. These newer channels cannot replicate the dinner meeting in one important way though – that physicians and other HCPs still learn best through the Socratic Method.