What is the next era of commercialization?

We believe that the next era of reinvention for commercial organizations will be fuelled by a commercial model focused on sustainability and durable value creation will be what characterizes the next era of reinvention for commercial organizations. This sustainability must be for all actors within healthcare —for the outcomes of underserved populations and communities, for the affordability of healthcare systems and patients, and for the operations of manufacturers.

What does the new era of commercialization focus on?

It focuses on 5 key areas of sustainability to create long-term, durable value. This includes patient and societal sustainability, customer model and relationship sustainability, economic sustainability for health systems and manufacturers, sustainable operations and cost basis, and a sustainable workforce model.

What is Accenture’s Commercial Success Index?

The Commercial Success Index sets out to further understand the drivers of differential performance for the top biopharmas. It is a combination of two inputs: primary research data from senior industry leaders across the same 15 major pharmaceutical companies on their commercial model and an outside review of commercial attributes from our global experts.

What are the largest growth drivers according to the Success Index?

Almost half of leaders ranked advancing the sophistication of pricing and market access as one of their top priorities to drive future commercial success. One third of leaders also tanked talent as the top aspect of their operating model critical for growth, which will be key to fuel the next era of commercial success.

Commercial, sales & marketing services

Q: What kind of investments are top biopharmas making to prepare for modernizing the commercial model?

Over 40% of executives said they see their organization shifting to be more focused on transformation over smaller investments aimed at steady evolution – a sign that the wind is changing. Almost 60% of leaders ranked stronger adoption of data and analytics capabilities to fuel decisions and operations as one of their top three investment priorities for the future, and indicated that over the past year, product launch capabilities represented the largest increase in technology investment.

The new era of commercialization

What is driving this change?

A new growth era

47%

ranked advancing the sophistication of pricing and market access as one of their top three priorities to drive future commercial success

58%

ranked stronger adoption of data and analytics capabilities to fuel decisions and operations as one of their top three investment priorities

48%

said product launch capability received the greatest increase in technology investment over the past 12 months

30%

ranked talent as top aspect of operating model critical for growth

20%

of respondents cited sustainability and more equitable access as their top net new priority without being prompted

40%

of executives said they see their organization shifting to be more focused on transformation

Actions to modernize commercialization

Patient and societal sustainability

Build representation and diversity in all operations. Develop customer strategies with underserved communities in mind. Commit to measuring impact being created to drive systematic change.

Customer model and relationship

Reshape digital experiences using human bonds to elevate impact with digital. Unlock the value of digital marketing and customer capabilities with strategies that bring the digital and field together.

Economic sustainability: Systems and manufacturers

Create new models for access that make clear, consistent evidenced-based pricing approaches, sharpen evidence generation focus in earlier development, and pro-actively market shape with stakeholders.

Sustainable operations and cost basis

Streamline, digitize and simplify operations. Revisit commercial operating models through changing approaches to structures, simplifying operations, or digitizing micro components of key processes.

Sustainable workforce model

The shared mission of helping patients in life sciences has supported retention but requires evolution in “doing good” and meeting societal expectations around diversity and representation.

“While we are rarely wrong about the direction of change in healthcare, we are almost always wrong about its velocity.”

— RAY PRESSBURGER, Accenture Strategy, Commercial, Sales and Marketing, Life Sciences