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‘Business Unusual’: COVID-19 Brought Commercial Changes To Pharma And It May Stick

 
• By Jessica Merrill

The pharmaceutical selling model will be modified even after the immediate COVID-19 pandemic crisis abates, the consulting firm ZS Associates predicts, citing new research.

Patient listening to friendly doctor via mobile smartphone at home or office, telemedicine, e health. People watching friendly doctor on health channel internet live broadcast, medical online concept
Changes are in store for pharma's commercial model • Source: Shutterstock

The pharmaceutical commercial model could be in for changes that persist well beyond the initial months of the COVID-19 pandemic. The consulting firm ZS Associates is advising industry to expect long-term modifications to the pharma selling model, after conducting research with more than 100 patients and 100 physicians, and hosting a virtual roundtable discussion with biopharma executives.

The COVID-19 outbreak in the first quarter of 2020 led patients to skip going to see the doctor and kept sales reps out of doctors' offices too, which is expected to have some impact on pharmaceutical sales in the second quarter, even though the drug industry was generally resilient financially in the first quarter. (Also see "Bad For Pharma: Sales Reps And Patients Are Staying Home" - Scrip, 18 March, 2020

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