The shift in pharma’s go-to-market models driven by the growing relevance of a personalized, data-driven approach, the need for ambidextrous leadership and learnings from Amazon, Netflix and Ikea were some of key topics that were discussed at the opening session of Indegene’s Digital Summit 2024.
Sanofi’s executive vice president, general medicines, Olivier Charmeil, recounted how the launch of a hypertensive in days of yore was more about the number of sales reps deployed and “massive” promotion - a push “carpet bombing”
Underlining the value of the customer centric approach, he noted that things have since got more sophisticated and launches are now a combination of push and pull strategies