PharmExec Blog

If Not This, Then What? If Not Now, Then When?

C.NestelSponsored Guest Blog by:
Craig Nestel
Business Solutions Manager
SAS Global Healthcare and Life Sciences Practice

I’ve been an avid runner for a long time. A while back, I had an injury that just wasn’t responding to any of the methods that I had used for years. And yet, I was reluctant to change anything. My physical therapist hit me with this sage advice that I’ve never forgotten, “if not this, then what? If not now, then when?”

When thinking about the sea change the Life Sciences industry must undergo highlighted in our recent Pharm Exec Webcast:  Develop Competitive Advantage Through Business Analytics in the New Pharma Commercial Model, I recalled those words.

The new order is precision, needs-based messaging and consulting, and making non-personal promotion more “personal.” Life Sciences companies must “treat” themselves with something different. That difference is intelligence of a higher order to know:

  • Which physicians are more likely to respond favorably to which portfolio of products?
  • Are we making the best use of a physician’s time with our promotional strategy?  Should we limit our “face time” with the physician for certain therapies in favor of other channels?
  • If we do use those other channels, can we make the message and content appealing enough to gain a slice of what little time the physician has left in an incredibly busy work day?

Yes, change of any kind can be daunting… whether it’s finding a new way to deal with an injury or adapting to a new way of selling and marketing. If not this, then what?  If not now, then when? The gun has sounded and the competition is on. As with my old running injuries, the choice is clear and the time to act is now.

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One Comment

  1. Posted October 29, 2009 at 8:57 am | Permalink

    The need for change at pharmaceutical companies may be apparent yet the past financial success of the traditional business model, large organizational size, complexities of the business, and the ever changing market environment are making change especially challenging at this time. Besides the logistics of executing change and the impact on human capital, making the necessary changes will in most cases have a near-term negative impact on meeting investor expectations for growth. Change will require visionary and courageous leadership.

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