Perry's learnings
1. As HCP access shrinks, commercial teams need to make every interaction count
Commercial teams need to equip physicians with the information they need, so they're prepared when an eligible patient is sitting in front of them. Bringing the right expertise, data, and resources into each rep interaction helps avoid missed opportunities that can lengthen the adoption continuum.
2. Coordinate execution across people, channels, and functions
When there is an account-level understanding of what customers are seeing, hearing, and feeling from the organization, teams can tailor interactions more cohesively. Coordinating across field, medical, and commercial teams helps break down silos and communicate more effectively.
3. Recognize the work that happens before the sale
Incentive compensation (IC) models should recognize the work leading up to a prescription, from preparing the account to building trust among office staff and creating a positive experience. Taking the time to reward that mix of behaviors, not just a sale, positions the organization for long-term success.
4. AI should help commercial teams act on the insights they already have
In many cases, Perry argues, reps aren’t thinking strategically about servicing their accounts. But by turning their customer relationship management (CRM) system into a strategic planning tool, commercial teams can empower them, he says. Through layering AI onto CRM data, the system can help field ops identify the right customers, the right timing, and the right actions to help predict and prioritize where to focus efforts for maximum impact.
Bottom line:
The traditional commercial model has not kept pace with oncology commercialization. As the path to adoption grows more complex, organizations need to evolve how commercial teams engage HCPs. Meeting today's challenges may require challenging traditional norms.