As commercial pharma leaders implement 2025 strategy, it's already time to start envisioning the next long-term horizon of strategic growth and investment. It's an opportunity to pause, consider which efforts at modernizing the commercial model have worked and what has remained the same, and chart the course for future evolution.

Pharma companies can redefine what their future looks like for the next decade, not just the next launch; it's a time to do big-picture thinking about throughput of R&D spending, gross-to-net accounting, and commercial models in order to future-proof the organization.

In this white paper, IQVIA experts discuss why the innovative commercial models of the future should be built upon a foundation of comprehensive, connected data, with flexible and dynamic allocation of sales and marketing resources, that can drive personalized content and channel orchestration for physicians at the individual and local level.

This introductory piece is the first in a series of white papers on the “Future of Pharma Commercial Models”. In subsequent works, IQVIA experts will go deeper into multiple innovative commercial model designs and share our POV.