A new operating model for pharma: How the pandemic has influenced priorities

The COVID-19 pandemic significantly altered the operational landscape for pharmaceutical companies, prompting a reassessment of their commercial-organisational models.

This shift accelerated existing trends, particularly the adoption of digital capabilities for virtual engagement with healthcare professionals (HCPs) and patients.

A survey of senior executives revealed key priorities, with stakeholder-engagement initiatives proving to be of high value and widely implemented, especially those leveraging digital tools to offer tailored, self-serve content and direct access to subject-matter experts.

While agile ways of working are highly valued for their ability to accelerate decision-making and development, their implementation is still in early stages for many, despite their proven benefits during the pandemic.

Conversely, many traditional organisational restructuring initiatives have been deprioritised as their value has been called into question in this "next-normal" environment.