This article from Bain & Company, titled "Medtech and Pharma Sales Go Virtual," discusses how the COVID-19 pandemic has fundamentally shifted the commercial models for medical technology and pharmaceutical sales.
It highlights a significant and likely lasting change in physician preferences, with a large percentage of doctors and surgeons now favouring virtual interactions over traditional in-person visits from sales representatives.
The piece emphasises that companies in these industries must adapt by developing a mix of commercial models—combining virtual support with selective in-person engagement—to effectively reach healthcare professionals in this new landscape.
Related Articles
Beyond the Mass Email: The Imperative of Personalization in Pharma
Why HCPs are tuning out generic communications and how personalization is transforming engagement.
Pharma Marketing: What's Working for HCPs in 2025
Key insights from pharma marketing leaders on effective HCP engagement strategies.
How Omnichannel is Transforming Pharma Engagement
The digital transformation journey and its impact on healthcare provider relationships.