This is the first post in a three-part series on commercial resource planning.
The ground is shifting under pharma companies’ very foundations. Pharma’s customer bases are transforming, as private practices give way to complex provider systems, and influence over treatment decisions spreads well beyond the physician. The role of the end user is changing as the patient journey grows increasingly intricate and individualized. Data, analytics and other technologies are changing the way that therapies are developed, delivered and assessed. Value is edging out volume as the primary performance metric—and the definition of value varies by stakeholder.