艾昆纬-克服商业领袖的7大挑战（英）-2024-11页_1mb

Overcoming 7 Top Challenges of Commercial Leaders

Report Summary

• Industry Trend: The life sciences sector is becoming increasingly competitive, digital, and complex, driving commercial leaders toward omnichannel strategies supported by data and analytics.

  • Pharma ad spend increased by 12% year-over-year, mostly digital.

• The Disconnect: Despite significant ad investment, many marketers haven't seen a measurable impact, leading to the identification of seven key challenges.

• The Challenges (with % of surveyed biopharma execs reporting struggle):

  1. Challenge 1: Interdepartmental Silos (85%)

     • Problem: Lack of coordination, duplicated efforts, disjointed HCP engagement due to organizational silos.
     • Impact: Poor brand performance, HCP disengagement affecting prescribing.
     • Key Strategy: Break down silos requires cultural/holistic change + leadership sponsorship (dedicated 'collaboration champion'). Implement a '360 viewpoint' for better visibility and coordination. Use data-informed coordination and AI/ML for actionable insights.

  2. Challenge 2: Data Access and Insights Generation (83%)

     • Problem: Data silos, difficulty sharing data efficiently, insights lack specificity/actionability, and are not actionably embedded in workflows.
     • Impact: Hindered strategic decision-making.
     • Key Strategy: Centralize data sharing initiatives and data platforms, using cloud platforms like Snowflake/Databricks. Need strong data governance, a strong data catalog, change management, and appropriate analytic skills. Link data to business objectives.

  3. Challenge 3: Seller Effectiveness (81%)

     • Problem: Business intelligence tools underperform in metrics, personalization, and integration with daily workflows.
     • Impact: Poor ROI, low prescription uptake, inconsistent customer experience.
     • Key Strategy: Implement modern BI programs with one source of truth, personalized insights, linking to engagement intelligence (like AI assistants in emails). Align incentives to promote desired behaviors (e.g., digital adoption).

  4. Challenge 4: Market Sizing and Targeting (79%)

     • Problem: Accurate market sizing and audience micro-segmentation remain challenging despite available insights/data.
     • Impact: Poor launch effectiveness, misallocation of resources.
     • Key Strategy: Use AI/ML (analyzing HCP journeys, micro-segmentation via scoring) and broader data sources (pricing, reimbursement, abandonment). Regularly update data and refine strategies, incorporating local expertise.

  5. Challenge 5: Budget Allocation (78%)

     • Problem: Highly complex budgeting landscape influenced by numerous channels and economic climate.
     • Impact: Risk of misallocation and failure to meet unified goals.
     • Key Strategy: Adopt an ROI mindset from the start, clearly defining broader commercial objectives before allocating channel budgets. Evaluate channel impact data. Optimize team coordination to manage activities efficiently.

  6. Challenge 6: Vendor Management and Tech Integration (77%)

     • Problem: Multiple incompatible systems (disparate vendor technologies) create integration difficulties and reinforce silos.
     • Impact: Complicates omnichannel efforts, limits scalability. Initial 'all-in-one' platforms are often impractical.
     • Key Strategy: Adopt modular, interoperable solutions. Aspire to a platform architecture but plan for long-term needs, testing vendors (APIs) and assessing strategic fit. Test solutions via pilots delivering measurable outcomes.

  7. Challenge 7: Measuring Promotional Results (77%)

     • Problem: Measuring comprehensive ROI across complex omnichannel activities is difficult, often relying on surface-level digital metrics.
     • Impact: Uncertainty around marketing effectiveness, challenges in future planning.
     • Key Strategy: Shift measurement focus towards ROI/underlying business goals. Implement data platforms to calculate channel-specific impact. Use benchmarking against self and industry (competitors) alongside simulations to inform decisions.

• Call to Action: Addressing these challenges strategically and collaboratively is crucial amidst increasing competition and complexity. Trusted partners (like IQVIA) can provide expert support and insights to overcome these barriers.