This white paper addresses how the rise of commercial and regulatory complexity demands accurate master data. The commercial environment for pharmaceutical companies is challenged. The challenge is a growing stakeholder complexity, which must be managed better, but no increase in, or reduction in, selling, general and administrative costs.
The commercial environment for pharmaceutical companies is challenged. The challenge is a growing stakeholder complexity, which must be managed better, but at no increase in, or even reduction in, Selling, General and Administrative costs.
In an environment where much of the value growth of the pharmaceutical market and the majority of launches are specialty, key prescribers are now one of an increasingly complex web of stakeholders and influencers. Patients are cared for by multiple healthcare professionals (HCPs) including specialists, primary care physicians, nurses, pharmacists as well as patient associations and support groups. Healthcare professionals may move between hospitals and care settings. Products are often multiindicational, and individual patients may be treated with multiple products. All of these complexities accelerate the potential for overlapping multiple identities for Healthcare Professionals in the customer databases of pharmaceutical companies.
In parallel, digital dialogue across all stakeholders has arrived, multiplying the contact points and ways that messages can be delivered to a single customer. Further, pharmaceutical companies themselves see greater complexity in their commercial function, with the movement to a customer facing team containing multiple roles, including sales reps, Key Account managers, health economic specialists, nurses, dedicated virtual reps, service reps and Medical Science Liaison officers1 (figure 1). Again, multiple individuals and contact points create the potential for multiple overlapping identities for healthcare professionals and other stakeholders.