Single-physician and small-group practices aren’t going away entirely, but each year, more doctors merge into large group practices. Some will form enormous, multi-specialty practices, and in many cases, these group practices are integrating with hospital systems to form networks across settings of care.
The one-to-one selling approach to doctors that the industry has used for decades isn’t completely dead. But that approach is no longer as impactful as it was in the past, when practitioners had more significant influence on drug usage. The question on the mind of most biopharma sales leaders today is this: How can our sales force interact with these new physician practices and health networks in which physicians are employees?