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

 
• By Jessica Merrill
  
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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...

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