Diligent’s CEO, Mary Anne Greenberg, & Best MSLs’ Managing Director, Michael Banks, author “A Coming Trend: The Integration of Medical and Commercial Functions within Pharma”, recently published by Pf Media.
Pharma and biotech companies are beginning to rethink the self-imposed boundaries between Medical and Commercial functions, with a focus on leveraging resources, enhancing processes, and sharing data. Initial steps that can be taken include:
- Increase the focus on sharing insights. The information gathered and documented by Medical Information teams can be of value in driving Commercial strategy.
- Create stronger ties between the Sales and Medical Science Liaison teams. One option is to have an “on-demand” MSL available to answer questions asked of Sales staff in real time.
- Enable frictionless responses for both Medical and Commercial inquires. Collaboration between Medical and Commercial when designing workflows for intersecting processes would result in a more consistent outcome for the requestor.
- Evaluate the success of HCP-focused initiatives more holistically. There is benefit to expanding beyond ROI to include qualitative measurements related to HCP engagement.
We hope you find it to be of value.