John Bienko co-wrote this blog post with Sarah Jarvis.
Collaboration across field medical teams and commercial sales teams—what’s allowed and what’s not—is a big point of contention in the U.S. pharmaceutical industry today. No wonder, given the spotlight on compliance: since 2008, ZS estimates U.S. pharma companies have been charged $22 billion in fines for improper marketing alone. But there’s more to the collaboration question than just compliance. As we covered in a previous blog, several factors are driving companies to reassess their medical-commercial interaction, including changes in the overall healthcare landscape, increasing ecosystem complexity, and declining commercial sales rep access to physicians. According to ZS’s AccessMonitor™ survey, the percentage of accessible physicians reached by the majority of reps declined from 77% in 2008 to 47% in 2016. In certain specialty areas like oncology, the decline is even steeper: from nearly 77% to 23%.