• Pharmaceutical companies are shifting from product-centric to customer-centric engagement models, driven by changing HCP preferences and accelerated digital transformation following COVID-19.
• Industry experts from Takeda, Novo Nordisk, and Sanofi emphasize the need for data-driven segmentation, personalized omni-channel strategies, and new metrics to measure quality of HCP interactions.
• Companies that take a holistic approach to sales operations transformation, rather than implementing isolated changes, are more likely to succeed in justifying field force value and improving customer engagement.