Howard Deutsch co-wrote this blog post with Alex Turok.
The evolution in the U.S. healthcare ecosystem has made it more complex. Individual physicians and small group practices have given way to large, integrated health systems with an array of stakeholders who have different needs, expectations and motivations. To engage effectively in this environment, pharma has developed new field-based roles beyond the classic sales rep to help train nurses, create awareness of companion diagnostics and interpret biomarker test results, manage complex authorization processes and much more. Yet while these roles address critical steps along the patient journey, pharma can get significantly more value from their non-rep roles.