In a health care landscape evolving more toward value-based care and standards, pharmaceutical companies should adapt — not rely on old models — to drive growth, Deloitte’s Jeff Ford writes.
Many manufacturers, Ford writes, have run into complications shifting their commercial model more fitting for this new environment.
“The source of this difficultly is both a concern that abandoning traditional models will lead to near-term erosion of business performance and a lack of credible proven models that work in this new environment,” he writes.
Below are four new market realities, according to Ford, which pharmaceutical companies should consider going forward:
- Physicians are no longer the key decision makers;
- Clinical programs are no longer sufficient to gain market access and product differentiation;
- Products are no longer adequately differentiated to justify sustained price increases; and
- Commercial spending no longer drops to the bottom line equally across customers.
To read more on these new realities as detailed by Ford, click here.